Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Measuring impact of
digital ad campaigns,
includi...
2© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Better understand the return/value
that digital a...
3© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Improve media planning for
future campaigns and r...
4© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
What you really want to know is to measure
the im...
5© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
To do so we need to
accurately be able to
determi...
6© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
0010100010
1101110100
01010010
1010010100
1001010...
7© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Cross reference to unify
exposure for the individ...
8© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Any questions?
Contact Arno Hummerston
arno.humme...
Upcoming SlideShare
Loading in …5
×

GfK - Go beyond the traditional metrics to measure the effectiveness of your digital ad campaign!

1,920 views

Published on

Learn how to measure the effectiveness of your digital ad campaign on browser and in-app. Key is to go beyond the traditional metrics such as CPR and CPC to prove to your business that your campaign was successful thanks to strong KPI’s.

Published in: Marketing
  • Be the first to comment

GfK - Go beyond the traditional metrics to measure the effectiveness of your digital ad campaign!

  1. 1. 1© GfK 2016 | Measuring impact of digital ad campaigns, including mobile Measuring impact of digital ad campaigns, including mobile How to measure the effectiveness of your digital ad campaign, including mobile?
  2. 2. 2© GfK 2016 | Measuring impact of digital ad campaigns, including mobile Better understand the return/value that digital and mobile advertising adds to your overall media spend/ campaign plans. Clarify and learn more about your incremental reach for mobile. What is the real impact? 0010100010 1101110100 01010010 1010010100 1001010101 1000110101 Why is it so important to measure your return on investment of your digital ad campaign?
  3. 3. 3© GfK 2016 | Measuring impact of digital ad campaigns, including mobile Improve media planning for future campaigns and refine your communication strategy. Optimize each media execution and ensure the campaign breaks through the noise and fragmented landscape to reach desired audiences.
  4. 4. 4© GfK 2016 | Measuring impact of digital ad campaigns, including mobile What you really want to know is to measure the impact of your campaign on the brand by considering the following: Reach, target, quality and emotional imprint, effectiveness. Measuring the metrics (CTR, CPC, Conversion rate…) is good but not enough to see if your digital ad campaign was successful.
  5. 5. 5© GfK 2016 | Measuring impact of digital ad campaigns, including mobile To do so we need to accurately be able to determine whether respondents have seen the ad or not – across all digital media (passively) and non-digital. We can measure the impact of your campaign on your brand – even across mobile.
  6. 6. 6© GfK 2016 | Measuring impact of digital ad campaigns, including mobile 0010100010 1101110100 01010010 1010010100 10010101 Ads seen in browser Exposure identified through tag and cookie approach. Matched to respondent cookie. Ads seen in app Exposure identified through ad IDs. Matched to respondent ad ID. Ads on TV, radio, in print Exposure is identified through OTS (opportunity to see) Our marketing science heritage. How does it work?
  7. 7. 7© GfK 2016 | Measuring impact of digital ad campaigns, including mobile Cross reference to unify exposure for the individual – we leverage large scale respondent pools/panels. Combine ad exposure with surveyed brand KPIs. to deliver the insights.
  8. 8. 8© GfK 2016 | Measuring impact of digital ad campaigns, including mobile Any questions? Contact Arno Hummerston arno.hummerston@gfk.com @Arnohum

×