For a publisher, proving the effect of a campaign can be very costly. Furthermore, regular campaign effect studies don’t track if the respondents have actually seen the campaigns.
By using Intercept Sampling in AudienceReport, the big Finnish publisher Nostemedia has been able to conduct their own cost-efficient effect study of a campaign running on their websites. It has been done by surveying people who both have and haven’t been exposed to the campaign.
In this way, Nostemedia has been able to tell how well the campaign has paid off and to what extent the campaign has affected the desired target group. More specifically, they have been able to tell if the ones exposed to the campaign have a better recall of the campaign and if they are more likely to buy the product presented in the campaign compared to those not exposed to the campaign.
Nostemedia made an effect study of a campaign with a hidden wallpaper ad format for a big Finnish Telco. Through the Intercept Sampling survey, Nostemedia could document a Campaign Awareness (CA) and Brand in Consideration Set (BICS) more than twice as high among the ones exposed to the campaign compared to the ones not exposed to it. Also, when comparing to the norm in CA and BICS lifts from other effect studies, the campaign performed very well.
By doing the effect study with the Intercept Sampling survey, Nostemedia has been able to prove that the hidden wallpaper ad format has a positive impact on the users. In this way, Nostemedia can document what advertisers can expect in terms of ad recall and buying interest when running campaigns with this specific ad format on their websites helping them going forward when offering this specific ad format.