Going Beyond The Click. Combining behavioural and declarative data in measuring online advertising effectiveness. Case study with Unilever brand Knorr by IIBR/Gemius.
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Gemius and IIBR measured online campaign of Knorr (Unilver brand)....
Gemius and IIBR measured online campaign of Knorr (Unilver brand).
The campaign’s main aims were to inform about new variants of instant soups tastes and to boost sales. The results concern two out of three creative lines (the first – more dynamic, the second – more static) in three formats (Brandmark, Double Billboard and Halfpage).
Both creative line and format have important impact on advertisement effectiveness. Moreover, the way of combining them is important (more aggressive format such as Brandmark work better for less noticeable creatives, while static ones seem safer for dynamic designs).
CTR does not have to correspond to message communication nor to persuasiveness nor to the impact on the brand image.Thus, both direct response and classical marketing indicators should be measured to fully assess advert effectiveness
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