All You Need To Know About Advertising Campaigns

All You Need To Know About Advertising Campaigns

Advertising Campaigns help to grow our business. Audiences are currently fragmented and it is increasingly difficult to impact them, firstly due to the diversification of audiences and secondly due to the diverse consumption of content in each situation and device. So the question is how to measure the effectiveness of our advertising campaigns when their impact is so hyper-segmented?

The variety of devices, sessions, channels and a long etcetera make the traditional coverage of 95% of our target, which was achieved on TV, already practically impossible to reach through a single medium. In sectors such as mass consumption, losing 1% of coverage of our target in TV advertising campaigns can mean millionaire losses in sales. 

Hence the need to use alternative audiovisual media such as online video, podcast or online radio, so that the public that watches LITTLE TV can be reached in another way. It is very difficult for advertisers, media and agencies to get a unified vision on the reach, impact and effect of advertising campaigns and cross media and cross – device content.

Beginning Scenario

In the context in which we are, what the Marketing Department asks of us is to validate if the advertising that the brand is going to do is really efficient, but the first question we ask ourselves is: what does it mean for advertising campaigns to work? What metrics can we use to measure whether it works or not?

There are many criteria that define advertising effectiveness, but for us, which in this case we cannot measure it in direct sales -because the manufacturer does not market directly through its own ecommerce-, we measure effectiveness in terms of brand awareness, brand image or association of the ad with our brand, to find out if we build in favor of our brand (or in favor of the leader). In this study we do not seek to know the best media planning, but the result it gives us in terms of brand health.

How Many Channels Should We Use To Reach Our Target?

Once we are clear about how we measure whether advertising helps our brand (we are clear about the metrics), the next concern raised by the marketing team is, to make such advertising and reach our audience, can we do it with today with a single channel / medium?

We have already commented that the audience is very fragmented and to reach it, we have to use several channels, the question then is, if we combine different channels, how can we know how each channel contributes?

Additionally, if we link this with what we mentioned before, can we know which channel is building each metric? In other words, is it YouTube, display, or is it traditional TV that builds greater notoriety, or greater linkage to the brand?

These are several of the questions that the client asked us, and we needed a methodology that would answer all this and we defined a methodology that allowed:

  • Understand the coverage that each channel gave us  (including each support), and what was the incremental coverage, that is, once we have a base of impacted, the act of activating another channel or another support, how does this coverage increase?
  • On the other hand, we wanted to understand the overlap of the different channels , we wanted to see if we impacted a sample of individuals with only one channel or if we impacted it with several channels.
  • We wanted to know if the fact of being impacted many times with one or several channels helped us improve the metrics.

Applied Methodology

The methodology we have seen more appropriate to answer all these questions (and some more), is to take two comparable samples, one impacted and the other not impacted and on both of them, we look at the same brand health metrics, that is, we want to know if the impacted remember the brand more than the non-impacted, or on the other hand, if there is no difference in the attributes associated with the brand, between impacted vs not impacted.

And we even go one step further, to those impacted, we wanted to see differences between those impacted via YouTube, vs those impacted by Spotify or even impacted by traditional TV. Another exercise we did is to see differences between highly impacted vs not very impacted.

It is clear that these two samples have to be affordable, therefore we looked for samples that, due to socio demo graphics, were comparable by age group, by sex, by geographic area, and even by being a consumer / non-consumer of the brand.

So far, we have not explained anything new, the new part lies in how can we find these samples of impacted / not impacted? Without wanting to go into technical aspects, the way of working is as follows:

  • When launching a campaign, we mark all creatives with a pixel , then we activate the campaign. The next step is, through panels of Internet users, we look at how many of these individuals have been impacted by the campaign, and even by each creative.
  • This methodology works for us for display, but not with other campaigns: for example, with YouTube campaigns. We found ourselves in the situation where we could monitor well those affected by computers (desktop), but not YouTube users on mobile. When quantifying the consumption of YouTube that was carried out through one device or another, it was clear to us that we could not leave out a relevant part of the impacted universe. How did we solve it? Going a step further and using a methodology that allows us to know if an individual has been impacting, and we did so by listening to the stimuli to which this user had been exposed. In other words, the mobile listens to us and checks what it has heard with a database, if in this database we have the creative piece, it is that the user has been impacted. It works the same as Sahzam with music, the mechanics are very similar, through the audio matching of the mobile , we can know if a user has been exposed to the creative piece.
  • Perfect, we already know that the user has been exposed, but how do we know where this piece was actually broadcast? It is clear that if it was broadcast on conventional TV or radio, with the media plan, we can know when the ad has been broadcast. On the other hand, we can know it because we can see your navigation and therefore we can know the contents on YouTube or similar. 
  • But if the impact is generated through Spotify or on TV on demand, that can be through other devices, then how do we collect it? Well, we have a mechanism that allows us, before emitting the pieces, to adjust the pitch or the emission speed of the creative piece, some mini adjustments that are almost imperceptible to the human ear., but when uploading them to the database with these micro-adjustments, the tool already identifies differences and allows us to capture the data of whether the stimulus originates from TV on demand or from another channel.

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