Measuring the Impact of an Ad Campaign for a Media Provider

Measuring the Impact of an Ad Campaign for a Media Provider

Challenge

A leading provider of streaming content and smart televisions embarked on its first large-scale advertising campaign in the U.S. and Canada. It was important to effectively measure in-market impact to determine if the investment was worth it.

Approach

Our client partnered with M/A/R/C® to implement a three‑phased brand evaluation aimed at measuring the impact of their ad campaign, as well as assessing brand health relative to competitors in the U.S. and Canada.

  • The 3-month ad campaign covered linear TV, social media channels, and in-store displays. 
  • The tracking program included 3 phases: pre-, mid-, and post-campaign.
  • The target consumer audience was electronics decision-makers with streaming/broadband/cable services.
    • US: ~4000 per wave; Canada: ~1000 per wave
  • Key deliverables:
    • Ad awareness, recall, and sources of awareness.
    • Brand adoption funnel metrics of awareness, familiarity, and ownership for the client’s brand and primary competitors.
    • M/A/R/C®’s proprietary Brand Relevance score, which evaluates consumers’ commitment to a brand and reflects their motivation to consider and select.
    • Brand personality and perceptions ratings.

Outcome

  • Overall, ad awareness saw a meaningful pre‑ to post‑wave lift among those already aware of the brand with the most recalled ad location being streaming channels.
  • Likewise, the client’s Brand Health metrics improved while competition remained unchanged, supported by better ratings in value, ease of use, and content quality.
  • The percentage of the target audience selecting the client’s brand as their first-choice option increased over the course of the campaign, validating the positive impact of the campaign.