Digital Campaign Effectiveness
Overview
Is your media spend working? Improve the effectiveness of your digital marketing plan, including all major paid and unpaid digital content and campaigns. Test your social and display content in a real-life context, before launch or when your campaign is live, or assess the effectiveness of your campaign from start to finish.Key features
Global digital expertise
Make smart decisions. Get advice from our media effectiveness experts and knowledge from over 20,000 digital campaigns.
Fast, actionable insight
Dynamic dashboards provide insights quickly, so you can act on real-time data and create impactful campaigns.
Partnerships with major digital publishers
With our methods and partnerships, you can test most paid digital ad formats, branded content or influencer marketing.
Be confident your content will have maximum brand impact across different digital contexts, including Facebook, Instagram, YouTube and Twitter.
Context Lab helps you understand the brand impact of your digital content in context - from digital ads to influencer and native content. Our lab approach lets you test before, or just after your campaign goes live. Optional creative diagnostics provide insights into how specific executions are working.
It helps you:
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Compare the brand impact of your paid digital media across platforms
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Choose the right creative for the right environments
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Optimize social activity by understanding influencer or social performance within a live feed
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Quantify the brand value of sponsorship and branded content programs
It helps you:
- Understand campaign performance by site, exposure frequency, creative theme and format, audience metrics and more
- Evaluate many platforms, including Google, Facebook and most major publishers
- Optimize in-flight with a real-time dashboard
- Gain deeper insights into your creative with optional diagnostics
Digital campaigns live in dynamic environments where audiences provide behavioral feedback on content in real time.
Digital Content Optimization empowers brands to learn from this live consumer engagement. It organizes ads into like-for-like comparison groups and analyses likes, comments and interactions to extract actionable insight and identify strong and underperforming digital ads. The sophisticated data-backed model uses a test and learn structure to continuously improve digital campaign performance.
It helps you:
- Evaluate ads on Facebook, Instagram, Twitter, and other digital environments
- Identify top performing ads to retain, by theme and target audience
- Monitor behavioral KPIs for digital ads in a campaign over time
- Run in step with platform auto-optimization to provide transparency
Media planning and effectiveness on Kantar Marketplace