If the goal of brand advertising is to build a brand, then marketers and publishers need to be able to assess if the campaign is actually impacting the target consumers’ attitudes, feelings and intentions toward the brand.
While there are many ways one might assess the impact of advertising on a brand, branding effectiveness surveys are the industry standard for getting at these insights in the most efficient and effective manner. This type of research goes beyond conversion or performance metrics, such as clicks, to demonstrate the actual branding effect of the advertising.
Both agencies and advertisers look to this type of survey research when they want in-depth knowledge of how their campaign is helping build their brand. They use this information to prove that their approach is working and to optimize future campaigns based on learnings gathered over time.
Branding effectiveness surveys are also a great way for publishers to demonstrate the value of their site or network of sites and their ability to drive lifts in key branding measures.