Web24
Measuring Advertising Breakthrough Online
In today’s highly saturated and fragmented media landscape, running advertising that breaks through the clutter has become an especially important and difficult challenge to most marketers. It is no longer Wanamaker’s 50% of advertising that is wasted. One research expert has estimated that close to 70% of its CPG advertising plays out with near-zero ad effects and blames this largely on advertising that has failed to break through.
Pre-testing improves the odds that finished advertising will successfully break through and connect with its target market. Today’s online research solutions are both fast and cost-effective. However, most online systems carry with them limitations in how breakthrough is measured. They measure “recall” immediately after exposure rather than on a delayed basis.
In the typical online design, respondents are exposed to the de-contextualized ad, shown either by itself or in a string of other ads with questioning about what they saw occurs immediately after ad exposure. Since this approach is not representative of the actual context in which ads are encountered nor does it account for the longer-term time horizon over which messaging is expected to be of consequence, it provides a limited measure of the critical “attentioning” dimension of communication effectiveness. While an online test usually has a measure of branding, it usually doesn’t indicate whether the linkage between the brand and the ad concept is sufficiently strong for respondents to retain the message and to link it to the name of the advertiser after time has passed. G&R research has shown that an ad that does well according to online ad awareness criteria will not necessarily do well in producing real-world breakthrough. Unless an ad gets noticed, it cannot create a lasting impression and change in beliefs and behavior.
Web24 is G&R’s solution to the marketer’s dilemma of wanting to employ the advantages of online testing but needing to measure real-world breakthrough. G&R invented ad recall and has built Web24 to combine the online advantages of speed, costs, flexibility and control with a 24-hour, next-day measure of advertising breakthrough This controlled, clutter-exposure, with day-after interviewing, yields a better online measure of real-world, in-context, day-after recall (DAR), the proven gold standard for breakthrough measurement.
Key Benefits and Features:
- 24-hour delay between stimulus exposure and questioning leads to the strongest online measure of ad breakthrough
- Independently validated performance measures, including idea communication, persuasion and engagement
- Actionable diagnostics and rich open-ends
- All of the benefits of online designs, including lower costs faster turnaround, more controls and greater design flexibility
- Built by one of the industry’s most knowledgeable companies about real-world testing protocols and performance
- Adaptable to most media, formats, and states of finish
- Domestic and international reach; high-quality samples; ideal for B2C and B2B
- Uses WebScape, G&R advanced, proprietary software with special security features that maximize stimulus exposure control, quality, and confidentiality
- Projects are managed and interpreted by highly experienced communications professionals