Evaluation of communication efficiency
Advertising goals can be completely different. Advertising can inform, remind, stimulate, and create expectations. In addition to the short-term incentive effect, advertising can have long-term goals. For example, creating expectations or strengthening the brand. When we measure the effectiveness of communication, we evaluate whether the ad campaign meets its goals. This assessment helps brands adjust their budget by identifying strong and weak channels of engagement and finding out the profitability of specific campaigns.
A case from our practice. The client did not test the video and went on the air. A month later, the client did not feel the effect of advertising. He decided to test the video. The focus was on the young audience. He used a lot of words and phrases that, as it seemed to him, were used by young people on a regular basis. The test showed that young people do not speak like that, do not strive to show off. And if they do, they don’t do it with the help of the advertised product.
When you might need to evaluate the effectiveness of communication
Concept test. It is carried out before the start of the advertising campaign. We determine what attracts and what irritates target audience. How target audience perceives advertising messages. We give recommendations on how to increase the effectiveness of advertising impact on the target audience. Testing allows you to make the necessary adjustments to advertising messages prior to placement.
Evaluation of advertising campaign that passed. We determine the final result. It is expressed in level of awareness among target audience, in changes in the volume of sales, etc. Evaluation allows to understand have you achieved the goals of the advertising campaign.
What we do to assess the effectiveness of communication
For measurement to be effective, parameters should be measured before and after the advertising campaign.
Measurement «Before». We do preliminary research. We measure the indicators and use them to compare data at the end of the advertising campaign. We test the advertising materials themselves. This way you don’t launch a knowingly ineffective campaign and avoid financial losses. Preliminary research also offers the chance to make meaningful changes before launch and improve the effectiveness of your ad campaign.
- Video materials are pre-tested after the creation of an animatic – a drawn scenario of a future video clip.
- Printed materials (for outdoor advertisements, brochures, point-of-sale ads, transport, etc.) are tested when there are several approved concepts.
- Slogan or the main message of the advertising campaign is tested for memorability and comprehensibility, relevance in relation to the brand and category, as well as its importance in building brand loyalty.
- Branding assessment is also an important step. Poor branding of an advertising campaign can «work» for a competitor.
It is also important to take a snapshot of all brand metrics that may be affected by the advertising campaign:
- Knowledge (top-of-mind, general spontaneous knowledge, category and brand consumption, frequency, intention to purchase, level of satisfaction, brand image.
- Recognition of competitors’ advertisements, as well as the effectiveness of their communication.
- The influence of the advertising campaign is assessed in comparison with the standards in category, which are constantly monitored and accumulated by DigData.
Measurement «After». After the advertising campaign, we repeatedly collect main brand indicators (knowledge, consumption, etc.). Statistical analysis lets us assess the significance of the shifts and understand what influence had advertising campaign.
Respondent is asked to «recognize» the de-branded advertising materials, which makes it possible to estimate the coverage of the advertising campaign.
Respondent is asked to recall which brand was advertised – to assess the effectiveness of branding (we get to know how many respondents correctly associated the advertisement with the brand).
Data on brand awareness and consumption and many other variables are analysed. We obtain a three-dimensional picture of the influence of an advertising campaign – both on «our» consumers and on consumers of other brands.
Image data allows us to assess how effectively the campaign messages are communicated.
In addition, advertising materials are tested according to a set of certain criteria, for example: overall liking, brand compliance, etc. We then compare results with the norms developed when testing advertising materials as a whole for the category.
Eye Tracking in Evaluation of Communication Efficiency
The methodology allows you to test both video sequences and static images (advertising materials, websites).
Eye Tracking helps you to understand which objects or words attract attention, and which ones do not get into the zone of attention. That is extremely important even before the launch of an advertising campaign.
How does this happen. The respondent agrees to turn on a webcam on a laptop or computer, or a camera on a smartphone during the survey. Fixation of eye movement occurs. Data is collected and processed. An analytical report is formed, you can detect «warm» and «cold» zones, as well as zones that attracted the most attention or were left without any attention.