Campaign evaluation
This is where we get to measure if the creative ad does what it has been sent out in the world to do. Did it deliver on KPI's?
A creative ad test would normally work in the way that we do a pre study of the target groups opinion towards the brand do discover how the consumer feels when there has been no exposure to any advertising and then we would do a post study with the target audience to compare the results and see if the exposure makes a difference in preference, attitude or even behaviour.
This is the way we do it with bigger scaled campaigns - where multipe medias are part of the campaign.
When we want to measure smaller scaled campaigns, i.e. where only digital or social media has been used, we use cookie- based studies.
The methods is quite similar, so we do a pre study of the target audience with the intention of measuring awareness and thoughts on the brand in general, with no influence from advertising. The campaign is then launched. And after the campaign period, we followed up with a post study of the same target audience.
This post study is then split into two studies -measuring the effect of 1)those who never saw the campaign and 2) those who did. By using cookie based tracking we know for sure who’d been introduced to the campaign and not. Allowing us to compare the two post study results and show the true impact of the campaign on the target audience.