As media usage fragments it can be hard to know how your audience is interacting with different platforms and devices and how they respond to advertising campaigns for your brand. Consumers are bombarded with brand messages, from TV spots and sponsorship to mobile and online, as multi-platform campaigns proliferate. This has impacted on the way we consume advertising, partnerships and other comms activity making measuring the effectiveness of multi-platform campaigns for brands increasingly complex. At SPA Future Thinking we have developed Campaign Optimiser to measure the relative impact of different media within a multi-platform campaign. Campaign Optimiser enables us to measure the effect each media platform has on both overall campaign awareness and its impact on key metrics such as uplifts in brand awareness, warmth, and purchase intent. With platform spend overlaid, it will identify exactly what particular platforms are doing for a brand, and where they may be over or under-indexing comparative to spend. Check out our infographic which shows how Campaign Optimiser works and why it is essential for your brand For more information on how it can work for your brand please contact Suzy Aronstam on +44 (0) 207 843 977 or by email suzy.aronstam@spafuturethinking.com

1. FMCG
SPA Future Thinking are experts in sponsorship, brand
partnership and multiplatform campaign evaluation, and
have conducted hundreds of waves of research for FMCG
sponsors of TV programmes over the past 15 years.
For more information please contact Suzy Aronstam, Senior Director
E: suzy.aronstam@spafuturethinking.com T: 020 7843 9777 www.spafuturethinking.com
Tells you overall campaign cut through
and the contribution each platform has
made to this
Measures campaign impact on key
brand metrics and the relative
impact each media used has had
on uplifts
In a multi-platform world you need to know what different media are contributing to your
campaign and how they are working together.
Campaign Optimiser does this by evaulating cross platform effectiveness.
1. Measures the overall impact of your campaign
2. Strips out the effects of each platform used
Overlaid with spend allows
you to see how each
platform is delivering
relative to weight
3. Shows which platforms are over or
under performing
3 Reasonswhy Campaign Optimiser
is essential for your brand
FMCG sponsorships tend to
out-perform other categories for
stand out, and for driving people
to find out more about a brand
The consumer goods sector is now
the biggest spender in terms of online
advertising and accounts for 15.8% of
the total spend (IAB)
Our norms database tells us that on average
41% say FMCG sponsorships
are very appropriate
National TV advertising will have a big
impact on overall campaign awareness
for any FMCG brand, but
other platforms can have a
proportionally greater impact
on driving purchase intent or image.
It’s important that you understand what
these are and how to get the best bang
for your buck.
Consumers are bombarded with brand messages
from every form of media available...
impacting on the way they consume advertising and marcomms, and
making measuring the effectiveness of multi-platform campaigns
increasingly complex for brand owners
TV Sponsorship/Advertising
Social MediaRadio Advertising
Online Advertising
On pack promotion
Point of sale
Press Advertising
Poster / outdoor