DISQO Case Studies No more Using the s-word. Silos. with A Complete Cross-Platform View, One Agency Illuminated Strong Media Impact for A Top Tech Client

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	No more Using the s-word. Silos. with A Complete Cross-Platform View, One Agency Illuminated Strong Media Impact for A Top Tech Client DISQO

No more Using the s-word. Silos. with A Complete Cross-Platform View, One Agency Illuminated Strong Media Impact for A Top Tech Client

DISQO

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Consumer Goods
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	A major ad agency was facing significant measurement gaps across publishers and platforms despite running brand lift studies with nearly every provider. The agency was preparing for an upcoming campaign for a large consumer technology client that would be running across desktop and mobile social platforms, including YouTube, as well as TV, sponsored content and earned media. The agency needed a new partner to access a complete view of delivery and impact. This single-source measurement must prove its impact across a variety of attitudinal and behavioral metrics, including ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, site visits, search activity, and actual purchase behaviors. Read More
About Customer	The customer in this case study is a major ad agency that was preparing for an upcoming campaign for a large consumer technology client. The campaign was set to run across multiple platforms including desktop and mobile social platforms, YouTube, TV, sponsored content, and earned media. The agency had previously run brand lift studies with nearly every provider but was still facing significant measurement gaps across publishers and platforms. They needed a new partner that could provide a complete view of delivery and impact across a variety of attitudinal and behavioral metrics. The agency's goal was to prove the impact of the campaign on metrics such as ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, site visits, search activity, and actual purchase behaviors. Read More
Solution	The agency enlisted DISQO to run an Ad Measurement study to test the effectiveness of the ad campaign. DISQO isolated a sample of its proprietary opt-in panel that was in the online and/or television audience during the campaign period and compared those exposed with matched control groups of unexposed viewers. This single-source approach eliminated the need for merging various data sets and methodologies, which resulted in greater consistency and confidence in the numbers. DISQO asked its control and exposed members for opinions, and compared it to lifts in downstream behaviors such as ad views, searches, site visits and shopping engagements. The agency was looking to see if audiences were seeking out the technology brand, actively considering the client’s products while shopping, and if the client was winning the purchase. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Consumer Goods

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

A major ad agency was facing significant measurement gaps across publishers and platforms despite running brand lift studies with nearly every provider. The agency was preparing for an upcoming campaign for a large consumer technology client that would be running across desktop and mobile social platforms, including YouTube, as well as TV, sponsored content and earned media. The agency needed a new partner to access a complete view of delivery and impact. This single-source measurement must prove its impact across a variety of attitudinal and behavioral metrics, including ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, site visits, search activity, and actual purchase behaviors.

About Customer

The customer in this case study is a major ad agency that was preparing for an upcoming campaign for a large consumer technology client. The campaign was set to run across multiple platforms including desktop and mobile social platforms, YouTube, TV, sponsored content, and earned media. The agency had previously run brand lift studies with nearly every provider but was still facing significant measurement gaps across publishers and platforms. They needed a new partner that could provide a complete view of delivery and impact across a variety of attitudinal and behavioral metrics. The agency's goal was to prove the impact of the campaign on metrics such as ad awareness, message association, brand favorability, positive brand perceptions, likelihood of purchase, site visits, search activity, and actual purchase behaviors.

Solution

The agency enlisted DISQO to run an Ad Measurement study to test the effectiveness of the ad campaign. DISQO isolated a sample of its proprietary opt-in panel that was in the online and/or television audience during the campaign period and compared those exposed with matched control groups of unexposed viewers. This single-source approach eliminated the need for merging various data sets and methodologies, which resulted in greater consistency and confidence in the numbers. DISQO asked its control and exposed members for opinions, and compared it to lifts in downstream behaviors such as ad views, searches, site visits and shopping engagements. The agency was looking to see if audiences were seeking out the technology brand, actively considering the client’s products while shopping, and if the client was winning the purchase.

Impact #1	With a complete view of campaign delivery and effectiveness, the agency demonstrated how each ad medium played a distinct role in generating significant lifts across nearly every KPI the technology client had defined.
Impact #2	The agency proved the value of advertising across online, TV and social platforms.
Impact #3	Online and TV proved to be a complementary pairing, with online ads most successful at improving brand awareness, while TV was more effective with deeper funnel metrics.

Impact #1

With a complete view of campaign delivery and effectiveness, the agency demonstrated how each ad medium played a distinct role in generating significant lifts across nearly every KPI the technology client had defined.

Impact #2

The agency proved the value of advertising across online, TV and social platforms.

Impact #3

Online and TV proved to be a complementary pairing, with online ads most successful at improving brand awareness, while TV was more effective with deeper funnel metrics.

Benefit #1	Online campaign was the most effective platform at driving unaided brand mentions (+15%) and first mentions (+21%)
Benefit #2	TV increased purchase likelihood (+25%) and agreement of technological advancement and power of the client’s products (+17%)
Benefit #3	Consumers exposed to ads on social were 36% more likely to purchase the client’s products

Benefit #1

Online campaign was the most effective platform at driving unaided brand mentions (+15%) and first mentions (+21%)

Benefit #2

TV increased purchase likelihood (+25%) and agreement of technological advancement and power of the client’s products (+17%)

Benefit #3

Consumers exposed to ads on social were 36% more likely to purchase the client’s products

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Overview

No more Using the s-word. Silos. with A Complete Cross-Platform View, One Agency Illuminated Strong Media Impact for A Top Tech Client

Operational Impact

Quantitative Benefit