Measuring clicks for direct response campaigns is straightforward. Measuring performance based on brand impact is still a challenge. Today we are announcing Mixpo BrandMeasure: in-video quantitative surveys that help advertisers determine ROI on brand campaign investment. Advertisers can leverage these new capabilities for:
- Brand pulse. Get a snapshot of attitudes towards a brand. What is a brand’s baseline awareness? What level of favorability do customers feel towards the brand? Which traits do they most closely associate with the brand (quality, speed, affordability, etc.)?
- Uplift. See what the delta is between those who viewed a video ad and those who didn’t. How effective was the ad at changing brand perception? Did it perform well against prior campaigns?
- Competitive benchmarking. Create surveys to learn how a brand stacks up against competitor brands.
- Market research. Gain feedback on product ideas. Find out what customers appreciate most about products or want improved.
- Campaign optimization. Realize insights to refine and optimize your creative mid-campaign.
Key verticals can benefit from incorporating Mixpo BrandMeasure into their campaigns:
- Political: Conduct polls, determine candidate popularity, measure voter stance on issues in real-time.
- Retail & CPG: Determine impact of different ads on consumer interest, preference, and purchase intent.
- Auto: Get insights into consumer perception of your car models, conduct competitive assessments, measure awareness and purchase intent.
- Broadcast & Entertainment: Quantify impact of campaigns on audience intent to watch or audience willingness to recommend shows to friends.
- Dining: Garner menu ideas, understand and analyze consumer attitudes, determine campaign impact on awareness and intent.
Example executions below:
Survey Execution Examples from Mixpo BrandMeasures
Mixpo BrandMeasure differs from other brand survey tools in several key ways:
- The surveys are incorporated directly into the video ads
- There are no additional fees for the use of the service
- The tool works in any ad format – in-banner, in-stream, mobile
BrandMeasure necessitates at least one million impressions to achieve statistical significance (not because of a minimum spend requirement), although advertisers are welcome to utilize BrandMeasure for smaller campaigns.
For brand uplift testing (measuring impact on those who saw the ad versus those who did not), 10% of video ad impressions will need to be dedicated to placements that show only a survey – no creative.
- By Kate Reinmiller, VP, Client Operations
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