Want to independently measure the impact of your media spend on the most popular social platforms? Well then, you’ve come to the right place!
We have also been calling for a long time for media owners like Facebook and Google not to mark their own homework and to release data to enable independent evaluation. The referee and player cannot be the same person."
The key building blocks for our solution are our tracking technology, proprietary cleansing algorithm, survey platform technology and our fully opted in device ID panel.
Consumers log into the social media environment via our panel app. Browsing of the social news feed occurs as it normally would across social sites, but within our app environment.
Using ad insertion technology, the client’s ad is placed within the social news feed or channel and ad exposure occurs in a natural, non-simulated way.
Exposure to the ad is measured via our exposure engine, with panellists then asked to complete a survey 24-48 hours after exposure.
Test and control survey groups are used to isolate brand impact, with additional ad viewability behavioural metrics layered in to the analysis alongside benchmarking against a norms database of 300+ studies.
We measure brand impact throughout the purchase funnel: from awareness, to consideration to purchase intent
We also measure three key dimensions that speak to the power of social media: emotional engagement, message resonance, and consumer action
By applying campaign buy details to brand impact results we can also report on Cost Per Brand Uplift (CPBU), Cost Per Potential Purchaser (CPPP), Return on Brand Impact (ROBI), Total Potential Campaign Return (TPCR): applying a layer of bottom-line indicators to brand metric reporting.
Accountability: Deploy truly independent third-party verification to assess the impact of social media ad spend and provide the transparency and trust often lacking in digital metrics reporting.
Behavioural and Attitudinal: Cross-reference the often-overlooked brand impact of social display activity with behavioural metrics relating to attention and viewability.
Accurate and timely: Superior data quality transformed into actionable insight, delivered days after the field work period ends, allowing for nimble decision-making.
"The social brand impact study from On Device allows us to efficiently assess our platform's advertising impact in various markets. Their unique solution measures our campaigns across the UK, Germany, France and the US and the feedback allows for analysis across the full brand funnel, as well as evaluating a brand's creative. On Device has been an invaluable tool for our business."
Cassandra McDonald
Director of Corporate Communications
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