Measure The Brand Effectiveness of Your Digital Campaign

The ability of digital platforms to build brands has attracted some of the biggest household names to online media. Only a handful are measuring digital brand impact properly however, with many still dependent on click through rates to measure advertising success.

On Device Research has opened up the world of digital brand measurement to advertisers large and small.

  • Through the combination of a highly experienced team of digital measurement experts; market leading passive ad tracking technology; and an effectiveness databank of over 500 digital campaigns, On Device Research arms brands with the necessary confidence to evaluate their digital spend with the same robustness they do other media.
  • Brand investment drives long term business health and we believe all campaigns should be measured. On Device Research can help ad tech businesses and agencies evaluate the success of digital brand campaigns as small as two million impressions, and in so doing build stronger client relationships.
  • In a world where privacy concerns are vital in building consumer trust, our privacy first approach employs first party cookies and opted-in consumers only from our measurement panel.

On Device Research’s Digital Brand Impact will tell you...

  • Brand Impact: How well the campaign performed in driving brand metric shifts versus our effectiveness databank.
  • Creative Impact: How well each creative influenced each brand metric.

On Device Research uses mobile surveys to measure marketing effectiveness in both developed and emerging markets.

Using proprietary technology, access to consumers and best practice On Device Research helps some of the world’s leading brands, ad agencies and media owners to understand the effectiveness of their online and offline advertising.

So far On Device Research has delivered over 35 million surveys across 95 countries.

How We Do It

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.

1. We embed our tracking URL into the ad creative. We verify that we are collecting Device IDs correctly.
2. In-app: Collect Device ID in our exposure engine, cleanse the IDs match these to our Device ID panel and/or dynamically retarget IDs.
Desktop and Mobile Browser: Deploy first party cookies to track ad exposure against our panel of privacy-first opted in panellists
3. Our panellists are then asked to complete a survey 24-48 hours after exposure.
4. Test & control survey groups to isolate the brand impact with results compared against the On Device norms database of 500+ studies.

Key Metrics

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 digital: emotional engagement, message resonance, and consumer action
  • By applying campaign buy details to brand impact results we can 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.
  • A template survey is used; it includes 15 standard questions and is designed to be taken on any internet enabled device. Clients can have up to 5 additional custom questions.

This enables the true impact of mobile advertising to be isolated.


KFC Case Study


Campaign Objectives

  • UK launch of the KFC Burrito product
  • Core audience: 18 -34 year olds
  • Targeting criteria: interested in fast food, located around KFC/other QSR outlets at lunch time

Results

  • The campaign significantly raised product awareness from 14% to 36%
  • Brand Consideration: already high at 56% was lifted to 68%
  • The campaign also generated strong feelings towards the brand and invoked hunger needs and product desire