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AdSurvey Powered by YouGov
AdSurvey Powered by YouGov
With the move to digital media,
advertisers are wondering how to ensure
their digital marketing dollars are being
spent effectively.
Many advertisers still struggle for a way
to reliably evaluate digital advertising,
and many have a muddled understanding
of online ad effectiveness as a whole.
When evaluating digital campaigns, these
advertisers often rely on one-size-fits-all
measures, such as click-through rates, for
a basic understanding of ad performance.
However, for many digital ads, such
quantitative performance measures are
incomplete.
Like TV commercials, online ads use
motivating images and visuals to attract
attention. Like print ads, online ads are
intended to engage consumers' interest
while they're reading. Like direct
response ads, online ads call for an
immediate action—just click the image!
But a click does not necessarily reflect an
ad's success, and even if clicks and
conversions are meaningful for direct
response advertisers, brand marketers
find these data insufficient. Your ad may
be achieving much more than an average
click-through rate can measure. There is
more than way to create a digital ad, so
there should be more than one way to
evaluate it.
Introduction
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B a n n e r B a n n e rB a n n e r
AdSurvey can help predict
ad performance, based on
target group feedback and
industry benchmarks.
!
Introduction
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AdSurvey brings a new evaluation aspect to digital
marketing campaigns, giving advertisers valuable and implementable target
group insights.
AdSurvey presents clients with a detailed report,
describing how their ads performed against industry benchmarks and suggesting
changes to improve performance.
Through the years, it has been standard practice to copy test advertising creatives for
offline campaigns, i.e. magazine ads and TV commercials, but never for digital advertising.
Yet, with the vast investments in digital advertising, the need for implementable target
group insights has become evident. To this end, Adform has partnered with research
company YouGov for the exclusive launch of AdSurvey.
Copy testing (or “pre-testing”) is a technique of marketing research. It involves the analysis
of an advertisement, often a TV or print ad, before it is broadcast or published.
Pre-testing indicates whether an ad carries a strong enough message to be deemed useable
by the company, and if not, identifies how the ad's effectiveness can be increased. The
technique can also be used to change ads, or to extract the best parts of an ad, such as a still
frame for use in a combined advertising campaign.
So how does it work?
Adform has partnered with YouGov to offer an advanced product providing advertisers with
clear and implementable results that will prove invaluable when deciding which ads to run,
which to discard and which to change.
Easy setup
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The setup
Select banner
Define target group
Country
Gender
Age
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150 target group
surveys are
conducted
Data collection takes
The survey22 The results
out the survey
results, including
implementable
graphs and
benchmarks
PDF report setting
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150surveys
2–3 working days
YouGov is a professional market research institute and
consultancy organization that has been a frontrunner in
using the Internet to gather data for market surveys.
The YouGov group has an international head office in
London and more than two million panel members
worldwide.
What are the benefits?
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AdSurvey provides advertisers with the competitive advantage of understanding and
improving the performance of their digital advertising.
Key productbenefits
Is easily set up
Helps advertisers understand the performance of
individual advertisements—their
strengths and weaknesses—in the context of industry
norms
Helps minimize the risk of low advertising ROI by
identifying (and eliminating) less
effective ads
Helps improve ads by identifying (and
suggesting fixes for) potential problems
Can be used as both a pre-campaign tool and a
post-campaign evaluation add-on
Provides easily understood output -
a PDF report with implementable data, graphs and industry
benchmarks
Has a short delivery time: 2–3 days
Both agencies and advertisers use AdSurvey to gain insights from valuable target groups.
All advertisers that want to improve their digital display campaigns can benefit from using
AdSurvey.
Who uses Adform AdSurvey?
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These advertisers already use
AdSurvey to better understand the
performance of individual
advertisements - their strengths and
weaknesses - in the context of
industry norms.
Case study: Valuable target group insights
The challenge
Futatsu Industries is constantly looking for
valuable target group insights to deliver
even better advertising for their clients.
At the same time, Futatsu Industries and
their client Subaru wanted to look beyond
click-through rates when evaluating
campaigns.
Adform's unique AdSurvey product delivery,
for:
valuable qualitative target group insights
unique inputs for Subaru's specific
advertisements, to identify and suggest
fixes to potential problems
a significant campaign evaluation add-on
The solution
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Hågen Pettersen, Strategic Director
/ Partner, Futatsu Industries
Seamless integration between Adform
and YouGov delivered a complete
AdSurvey report within two days.
150 implementable target group insights
and inputs, which:
identified and suggested fixes to the
campaign's specific advertisements
helped Futatsu Industries and Subaru
understand the strengths and
weaknesses of the specific
advertisements in the context of
industry norms
gave Futatsu Industries and Subaru
unique inputs for campaign
evaluation
The result
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“The AdSurvey product is encouraging—it provides us with valuable campaign inputs and enables us to understand the performance of individual advertisements in the context of industry norms.”
Adform is a leading supplier of products and services within digital
marketing. The company was founded in 2002 and offers a digital universal
solution consisting of campaign planning, ad serving, search engine
marketing, web analytics and reporting.
Adform has leading clients in all major industries and delivered campaigns
for over 2,700 clients across 4,900 global web publishers in more than 25
countries worldwide in 2010.
Adform has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw,
Czech Republic, Vilnius and Copenhagen
About Adform
+370 52721111
C AL L U S :
C O N TA C T U S B Y EM A I L :
www.adform.com
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