ADMICRO BRAND-LIFT SURVEY
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Admicro programmatic solution
Brand-lift survey Introduction
Package offer
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TODAY'S HIGHLIGHTS
Discussion Outline
Brand lift survey is used to measure effectiveness of advertising campaign on audience perceptions of your brand at one or multiple stages of purchase funnel.
Brand lift survey allows brands to understand/determine more accurately the effectiveness of advertising campaigns.
Purpose of brand-lift survey?
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Methodology
The methodology consists in dividing users to 2 Groups and exposes ads on “large enough sample size” of those.
Then, 2 groups will take part in surveys in determining the ad impact towards your brand or products. The number of questions exposed to 2 groups are the same.
73%
users have seen brand’s ads
27%
users have NOT seen brand’s ads
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Group 1: exposed group
Group 2: control group
Report will be generated when:
exposed group
Control group
deliver ads
None ads
deliver poll
Report
Demo question:
have you ever seen the brand A’s ads in last 2 days?
2. FAVORABILITY
Demo question:
which of following brands do you have a positive opinion of ?
4. BRAND PREFERENCE
Demo question:
Which of following products do you prefer to buy from?
3. AWARENESS
Demo question:
which of following brands/products are you familiar with?
5. PURCHASE INTENT
Demo question:
How likely it is to buy this product if it is available in stores that you usually visit?
BRAND-LIFT SURVEY METRIC
BRAND-LIFT SURVEY METRIC
AD RECALL
1.1 Standard Ad Recall
Demo Question
Have you seen [brand]'s ad online 3 days ago?
1.2 Unaided Ad Recall
Demo Question
Which of the following products have you seen?
UPPER FUNNEL
2.1 Standard Brand Awareness
Demo Question
Which of the following products have you heard of?
2.2 Unaided Brand Awareness
Demo Question
Which of the following brands were you talking about?
2.3 Awareness
Demo Question
Have you heard of any of the brands listed below?
MIDDLE FUNNEL
3.1 Favorability
Demo Question
Do you have a positive review of any of the products listed below?
3.2 Standard Favorability
Demo Question
What is your opinion on the brand?
4.1 Brand Preference | Message Association
Demo Question
Which of the following brands would you consider buying?
4.2 Brand Preference | Message Association
Demo Question
(Message) With this message, which brand do you think it will relate to?
4.2 Brand Preference | Message Recall
Demo Question
Which of the following products uses the message* in its promotional video?
3.2 Abstract Favorability
Demo Question
Your impression of the brand [brand name]
MIDDLE FUNNEL
4.3 Message Agreement
Demo Question
Do you agree with the message*?
4.4 Familiar
Demo Question
How familiar are you with [brand name]
4.5 Attribute Rating
Demo Question
How do you rate [brand name] in terms of use?
LOWER FUNNEL
5.1 Intent
Demo Question
Do you think you will buy any of the products listed below the next time you go shopping?
5.2 Action Intent
Demo Question
How do you think you will buy the product?
5.3 Recommendation
Demo Question
Do you think you would talk about [brand name] to your family?
LOWER FUNNEL
5.4 Consideration
Demo Question
How likely are you to consider [brand name] the next time you shop?
5.5 Preference
Demo Question
Which of the following products would you prefer?
EQUITY METRICS
6.1 Affinity
Demo Question
What do you think about [brand name]?
6.2 Meet Needs
Demo Question
Do you agree that [brand A] meets your needs better than [brand B]?
6.3 Uniquence
Demo Question
Do you agree that [trademark A] is different from [trademark B]?
6.4 Dynamic
Demo Question
Do you agree that [brand A] is creating a trend in the [industry name] segment
demo - sample 1
demo - sample 2
demo - sample 3
demo - sample 4
PACKAGE OFFERS
Basic package |
3 |
350 |
Based on brand's goal- Admicro will suggest the Questions list follow metric above |
Basic demographic targeting: - Age range - Gender - Region |
Mix PC-MB: PC: Mix Masthead, 300x600, 300x250, native ad, balloon ad MB: top - inpage- iposter, 300x250 |
Advance Package |
3 |
350 |
Based on brand's goal- Admicro will suggest the Questions list follow metric above |
Hyper targeting: - Demographic: age, gender, region - Occupation - Reading behavior - Ad behavior |
Mix PC-MB: PC: Mix Masthead, 300x600, 300x250, native ad, balloon ad MB: top - inpage- iposter, 300x250 |
Number of question/survey |
Minimum data/report |
Type of question |
Targeting |
Format banner |
Option 1: 100% by Admicro services
Unit Cost before VAT
PACKAGE OFFERS
Option 2: Only using Creative production & reporting of Admicro | ||||||
| | Basic package | | Advance Package | | Customized package |
1. Creative | ||||||
Number of question/survey | | 4 | | 5 | | |
Frame/ads | | 4 | | 5 | | |
Component | | Basic template with Text Logo CTA button | | Template with Brand's image/KV Text Logo Form (if using) CTA button | | |
Interactive | | Click to answer Click to next frame | | Click to answer Click to next frame | | |
Edit | | maximum 3 times | | maximum 3 times | | |
Format banner | | PC: 300x600 px MB: 320x480 px | | PC: 300x600 px MB: 320x480 px | | |
2. Reporting | ||||||
Number of question/survey | | 4 | | 5 | | 5 |
Metrics | | <=4 | | 5 | | 5 |
Data volume | | N: 350-1500 data | | N: >1500 data | | N: >1500 data |
Chart | | 3-5 charts - Demographic chart: age, gender - metric charts basic 3-5 tables | | 5-10 charts: - Demographic chart: age, gender - Metric chart 3-5 tables | | 5-10 charts: - Demographic chart: age, gender - Metric chart 3-5 tables |
Animated/interactive report | | No | | No | | Yes |
Template | | basic reporting template | | Custom template with brand's KV or Product's KV | | Custom template with brand's KV or Product's KV |
Deliverable time | | 5 days | | 5 days | | 7 days |
Expert's advise | | No | | Yes | | Yes |
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