New feature for publishers: Prove the actual effect of your digital campaigns

By Mikkel Møller Hansen, AudienceProject

With our latest feature in AudienceReport it is now possible to conduct your own effect studies of your digital campaigns. This enables you to document the quality of your media assets on a whole new level.

When working with your campaigns in AudienceReport, you are presented with a nice overview of the performance of your campaigns on a number of important key metrics. As a publisher, this enables you to show your advertisers how effective you are at reaching specific target groups.

Now you can take your campaign validation to the next level and document the actual effect of your digital campaigns. With the introduction of our new self service feature in AudienceReport – Intercept Sampling – we enable you to intercept users into two different groups.

The two groups are people who have been exposed to a given campaign running on your website, and people who haven’t been exposed to the campaign. Both groups are surveyed directly on your website.

Did the campaign pay off?

The Intercept Sampling feature enables you to perform your own brand lift studies giving you the opportunity to not only tell how well you are at reaching your desired target groups, but also tell how well your campaign paid off and to what extent your campaign affected the desired target group.

More specifically, you can tell if the ones exposed to the campaign on your website remember the campaign and the brand better than the ones not exposed to it – and if they are more likely to purchase the product or service presented in the campaign.

These studies can be initiated and executed on small campaigns such as mobile campaigns within very short time and with very low latency making it a quite cost-effective survey solution.

How it works

With these preparatory steps completed, you can start conducting brand lift studies on your campaigns tracked with AudienceReport. When having chosen a campaign for a study, an equal distribution of users who have been exposed and not exposed to the campaign will receive the invitation overlay at your website and be encouraged to fill in your survey giving you the opportunity to compare the results between the two groups.

The Intercept Sampling feature is very scalable and ideal for publishers with the resources to analyse and advise the end client on the basis of the results.

How to get started

Reach out to Mikkel Møller Hansen at mmh@audienceproject.com or your usual contact at AudienceProject and learn how to get started with Intercept Sampling.

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