Simply having a product or service is no longer enough to capture your audience's attention. After all, your customers won't even know your product exists if you aren't communicating how much value your brand offers them.
To do this, you need to regularly track, measure, and improve your ads with every campaign, making sure that you're not only delivering the best you can but working on better ads for the future!
Measuring your ad impact with after-ad influence and attribution tracking is exactly what you need if you're looking to gain better insight into the impact your ads are creating. In addition, this will allow you to learn from every success and failure to optimize future ads.
In fact, attribution marketing has taken off in recent years, with Google reporting that more than three-quarters (76%) of marketers are using or planning to use attribution marketing in the next year. However, to ensure you are ready to maximize your potential with the tool, it's essential to get familiar with what ad impact is, why it's necessary, and how ad influence can take your brand to the next level.
WHAT IS AD IMPACT?
Ad impact is the impact your ad has on the person viewing it, meaning does it encourage them to take your intended action, or did it miss the mark? Maybe it had some influence but failed to take the viewer over the finish line and into a new purchase. Either way, the ad impact tells you what you did right, what you did wrong, and what needs tweaking for better results.
The idea is that with the knowledge of the impact your ad had on the viewer, you will be able to adjust your future ads to resonate more soundly among the right consumers.
According to Tech Target, marketers should expect a significant change in the coming years regarding advertising, making it more critical than ever that they're in tune with their audience.
WHY DOES AD IMPACT MATTER?
For advertisers looking to create lasting impressions with their customers, you have to understand the actual impact of your ad. Do people see it once and forget it? Do they associate certain music in your ad with your brand now? Are they moved to purchase because your ad was so impactful?
When you understand ad impact, you can adjust your advertising efforts to meet your consumers' expectations. Therefore, ad impact is a crucial aspect of advertising attribution models, as you gain better insight into what moves people to convert.
Think of Coca-Cola, an industry giant known for its successful marketing. Their ads weren't always about sharing a coke with friends and encouraging people to 'open happiness.' However, once they launched those new slogans in 2009 and realized the positive impact on viewers, they kept the same vibes and variations!
Not only did they stick with 'open happiness' for several years, but they transitioned into similar ads like 'together tastes better' and 'be open like never before.'
So, why does ad impact matter? It matters because it can tell you where your ads succeeded most, allowing you to build off that success and maintain it for years to come (or decades in Coca-Cola's case).
HOW DOES AFTER-AD INFLUENCE HELP MEASURE AD IMPACT
Have you ever delivered an ad to viewers and wondered what they did after? You're not alone! Fortunately, after-ad influence eliminates the guesswork and replaces it with data-driven support. Using this data, you can understand what actions your viewers take after watching your ad.
The result? You and your team can adjust ads in areas that failed to spark action, make tweaks when necessary, and build off your successes. Acting as one of eight tools in Strategus' Attribution Suite, ad influence tracks your consumer's pre-purchase intent to research your product or service after watching an ad.
This will allow you to gauge how well your ad impacted the viewer, making them either research your product/service after viewing your ad or do nothing at all.
A Breakdown of After-Ad Influence
- You feed an ad to a specific target audience and buyer persona via OTT/CTV.
- They watch the ad to completion.
- You measure consumer pre-purchase intent to research products and services after being influenced by ad exposure.
- If you notice positive product research, your ad impact is likely positive. If you don't see a connection between your ad and product research, you likely need to make some adjustments.
- Optimize and repeat the process for each ad campaign and benefit from a steadily improved approach every time.
MAXIMIZE YOUR IMPACT ON CONSUMERS
Sure, it can be tough reaching your audience with the right message, especially one that persuades them to take a chance on your brand over the competition and make a purchase.
Fortunately, you don't have to start from scratch on every campaign and every ad. Instead, you can continue to build from the previous projects, steadily improving your tactics and message accordingly.
Measuring ad impact doesn't have to be so challenging, especially when you can have a team of experts help you reach your goals. To learn more about maximizing your impact on consumers with after-ad influence, contact our team at Strategus and follow our blog for more on ad impact and ad attribution.
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