Measure the effectiveness of multi-platform advertising for your automotive brand
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SPA Future Thinking are experts in sponsorship, brand partnership and multiplatform campaign evaluation, and have conducted hundreds of waves of research for Automotive sponsors of TV programmes over the past 15 years. For more information please contact Suzy Aronstam, Senior Director E: [email protected] T: 020 7843 9777 www.spafuturethinking.com Tells you overall campaign cut through and the contribution each platform has made to this Measures campaign impact on key brand metrics and the relative impact each media used has had on uplifts In a multi-platform world you need to know what different media are contributing to your campaign and how they are working together. Campaign Optimiser does this by evaulating cross platform effectiveness. 1. Measures the overall impact of your campaign 2. Strips out the effects of each platform used Overlaid with spend allows you to see how each platform is delivering relative to weight 3. Shows which platforms are over or under performing 3 Reasons why Campaign Optimiser is essential for your brand Automotive sponsorships tend to perform best when the look and feel goes well with the sponsored programme Automotive sponsorships tend to perform especially well in terms of telling people something new about the brand Our norms database tells us that on average say automotive sponsorships are very appropriate National TV advertising will have a big impact on overall campaign awareness for any automotive brand, but other platforms can have a proportionally greater impact on driving purchase intent or image. It’s important that you understand what these are and how to get the best bang for your buck. Consumers are bombarded with brand messages from every form of media available... impacting on the way they consume advertising and marcomms, and making measuring the effectiveness of multi-platform campaigns increasingly complex for brand owners TV Sponsorship/Advertising Social Media Radio Advertising Online Advertising On pack promotion Point of sale Press Advertising Poster / outdoor 78%
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As media usage fragments it can be hard to know how your audience is interacting with different platforms and devices and how they respond to advertising campaigns for your automotive brand. Consumers are bombarded with brand messages, from TV spots and sponsorship to mobile and online, as multi-platform campaigns proliferate. This has impacted on the way we consume advertising, partnerships and other comms activity making measuring the effectiveness of multi-platform campaigns for brands increasingly complex. At SPA Future Thinking we have developed Campaign Optimiser to measure the relative impact of different media within a multi-platform campaign. Campaign Optimiser enables us to measure the effect each media platform has on both overall campaign awareness and its impact on key metrics such as uplifts in brand awareness, warmth, and purchase intent. With platform spend overlaid, it will identify exactly what particular platforms are doing for a brand, and where they may be over or under-indexing comparative to spend. Check out our infographic which shows how Campaign Optimiser works and why it is essential for your brand. Campaign Optimiser provides a complete understanding of which elements a brand should adjust in a current multi-platform advertising campaign or where to re-allocate spend for future campaigns to maximise return on campaign investment. For more information on how it can work for your brand please contact Suzy Aronstam on +44 (0) 207 843 9777 or by email [email protected]
Transcript of Measure the effectiveness of multi-platform advertising for your automotive brand
SPA Future Thinking are experts in sponsorship, brandpartnership and multiplatform campaign evaluation, and have conducted hundreds of waves of research for Automotivesponsors of TV programmes over the past 15 years.
For more information please contact Suzy Aronstam, Senior DirectorE: [email protected] T: 020 7843 9777 www.spafuturethinking.com
Tells you overall campaign cut throughand the contribution each platform hasmade to this
Measures campaign impact on key brand metrics and the relativeimpact each media used has had on uplifts
In a multi-platform world you need to know what different media are contributing to your
campaign and how they are working together. Campaign Optimiser does this by evaulating cross platform effectiveness.
1. Measures the overall impact of your campaign
2. Strips out the effects of each platform used
Overlaid with spend allowsyou to see how eachplatform is deliveringrelative to weight
3. Shows which platforms are over orunder performing
3 Reasonswhy Campaign Optimiseris essential for your brand
Automotive sponsorships tend toperform best when the look and feelgoes well with the sponsored programme
Automotive sponsorships tend toperform especially well in terms oftelling people something newabout the brand
Our norms database tells us that on averagesay automotive sponsorships are very appropriate
National TV advertising will have a big impact on overall campaign awareness for any automotive brand, butother platforms can have aproportionally greater impact on driving purchase intent or image. It’s important that you understand what these are and how to get the best bang for your buck.
Consumers are bombarded with brand messagesfrom every form of media available...impacting on the way they consume advertising and marcomms, andmaking measuring the effectiveness of multi-platform campaignsincreasingly complex for brand owners
TV Sponsorship/Advertising
Social MediaRadio Advertising
Online Advertising
On pack promotion
Point of sale
Press Advertising
Poster / outdoor
78%
