5 Things We’ve Learned Since Launching Vantage
Earlier this year, we launched a new measurement platform – Vantage – to help our clients distinguish between engagement and persuasion metrics across owned, earned and paid digital marketing campaigns. Fast forward a few months and we have now run dozens of tests with our Vantage platform and discovered a few lessons that organizations should take into consideration when planning a paid media campaign. Below are the five things we’ve learned since launching Vantage, please leave your questions and thoughts in the comments.
1. Test your creative for what really matters in a real-world environment: We consistently see that engagement doesn’t equal persuasion. Ads with similar engagement metrics like CTR or video completion rates often have vastly different persuasive impacts. Equally important as measuring the right metrics is measuring those metrics in an environment that can drive actionable results. That is a key limitation of methods like online panels and focus groups: they don’t reflect how people actually consume information in the real-world. Our approach centers on comparing the same levers we would pull in an ad campaign — like showing an audience an ad several times, or targeting specific groups of voters.
2. Too few impressions can be just as wasteful as too many impressions: If you are unable to reach critical volume that drives a message home, you haven’t achieved your campaign goal. While frequency capping exist in ad platforms, the idea of frequency flooring generally does not. At BPI, we built custom infrastructure around efficiently moving people through a funnel of message delivery to ensure we hit critical mass with our ad campaigns.
3. Reach your audience across multiple channels: By combining Facebook and pre-roll targeting in our ad buys, we saw an 8% bump in ad recall and change in behavior compared to running ads on just one channel. We now know for a fact that we can reach greater persuasive impact by layering audience targeting across channels than running either channel alone.
4. “Do no harm” with your advertising: We’ve all seen bad advertisements. But those aren’t just wasted dollars, it is also possible for poorly designed or targeted ads to have a backlash effect and hurt perception of a brand or issue. We see this most often with creative that simply isn’t credible, or ads that are run so frequently they annoy the audience. That’s why it’s critical to test creative in a real-world environment where you can pull levers like frequency and targeting to make sure this isn’t the case.
5. Not all frequency is created equal: Your audience can’t be persuaded by what they can’t see. That’s why we spent 2014 focused on optimizing our campaigns for viewability, and developing a set of processes and partnerships to find high-quality inventory that can be seen and heard by our audiences.