Overview

Web site/microsite branding studies enable you to measure and evaluate the effectiveness of web sites and microsites on your target audience. By interacting directly with actual consumers in a natural browsing environment via web-wide, real-time surveys delivered via banner ads, a site branding study enables you to measure and compare the effect of your online campaign between consumers who saw the campaign and those who didn't.

Measures web site branding impact		Answers critical questions
Brand awareness Message awareness and recall Perception of product or brand quality, relative to the competition Intent to visit offline store Purchase intent Rating against known and unknown competitors		Is the web site/microsite effective as a branding tool? Am I reaching my target audience? How is the web site/microsite impacting different demographic groups? Were web site visitors exposed to an ad campaign?

Methodology
Site effectiveness studies utilize Factor TG's proven survey platform to develop and maintain statistically valid control and test group(s). These groups are independently maintained and are never compromised during the duration of the study.

Using the Factor TG interface, "blind" surveys are developed for each cell of a test scenario. The cell(s) may contain identical surveys or can be tailored to adjust to the specific condition(s) being tested. Surveys are delivered to each cell as they leave the page on which the creative appears. Sampling intervals can be individually adjusted to prevent response biases and to ensure statistically valid sample sizes across all the sample cells.

Using with AdEffect
Site branding study can be easily conducted in conjunction with an advertising effectiveness study to evaluate the branding value of the web site, but also to learn how exposure to a campaign combined with a site visit can impact branding effectiveness. Talk to your Factor TG representative to learn more.

The Factor TG Advantage
A site branding study offers a more powerful, precise approach to the task of measuring online branding effectiveness. Our robust, flexible platform is designed to give agencies, publishers, and advertisers superior control over the entire study in order to deliver more accurate, meaningful results.