Learn how to measure the effectiveness of your digital ad campaign on browser and in-app. Key is to go beyond the traditional metrics such as CPR and CPC to prove to your business that your campaign was successful thanks to strong KPI’s.

1. 1© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Measuring impact of
digital ad campaigns,
including mobile
How to measure the
effectiveness of your
digital ad campaign,
including mobile?

2. 2© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Better understand the return/value
that digital and mobile advertising
adds to your overall media spend/
campaign plans.
Clarify and learn more about your
incremental reach for mobile.
What is the real impact?
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Why is it so
important to
measure your
return on
investment of
your digital
ad campaign?

3. 3© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Improve media planning for
future campaigns and refine
your communication strategy.
Optimize each media execution and
ensure the campaign breaks through
the noise and fragmented landscape
to reach desired audiences.

4. 4© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
What you really want to know is to measure
the impact of your campaign on the brand
by considering the following: Reach, target,
quality and emotional imprint, effectiveness.
Measuring the
metrics (CTR,
CPC, Conversion
rate…) is good but
not enough to see
if your digital ad
campaign was
successful.

5. 5© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
To do so we need to
accurately be able to
determine whether
respondents have seen
the ad or not – across all
digital media (passively)
and non-digital.
We can measure
the impact of your
campaign on your
brand – even
across mobile.

6. 6© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
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Ads seen in browser
Exposure identified
through tag and
cookie approach.
Matched to
respondent cookie.
Ads seen in app
Exposure identified
through ad IDs.
Matched to
respondent ad ID.
Ads on TV, radio, in print
Exposure is identified
through OTS (opportunity to see)
Our marketing
science heritage.
How does
it work?

7. 7© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Cross reference to unify
exposure for the individual –
we leverage large scale
respondent pools/panels.
Combine ad exposure with
surveyed brand KPIs.
to deliver the insights.

8. 8© GfK 2016 | Measuring impact of digital ad campaigns, including mobile
Any questions?
Contact Arno Hummerston
arno.hummerston@gfk.com
@Arnohum