The solution<\/h2>\n\n\n\n
Toluna deployed a custom methodology<\/strong> that combines both brand lift<\/strong> and creative performance evaluation<\/strong>. To measure an ad\u2019s brand impact, this approach starts with unforced exposure<\/strong> in a natural environment \u2013 respondents decide if and how long to engage with the ad, as they would in real life. Then, we assessed the following metrics to determine significant differences due to exposure to the ads in context.<\/p>\n\n\n\n To further contextualize the results, we then asked viewers specific ad evaluation questions and compared results to our extensive benchmark database. These are the creative diagnostics we used to draw conclusions on the effectiveness of the ad: Relevance, unaided brand recall, brand interest and purchase intent.<\/strong><\/p>\n\n\n\n Exposure to the campaign content boosted unaided awareness of the brand by 24 points.<\/strong> After seeing the ad, the brand became more top of mind for viewers.<\/p>\n\n\n\n Association of the brand with key messaging also improved with exposure. <\/strong>The ad helped viewers associate the specific message in the creative to the client brand, rather than its competitors.<\/p>\n\n\n\n Exposure to multiple content types resulted in bigger increases in KPIs. <\/strong> Viewers found the content to be memorable and relevant. <\/strong> These findings enable BuzzFeed to better serve advertisers and generate more revenue because they have proof that showing client advertising along with custom content on their platforms can drive greater movement in brand KPIs.<\/p>\n\n\n\n \u201cToluna\u2019s custom methodology has allowed us to measure brand impact for our advertisers across social platforms without having to sacrifice context,\u201d<\/p>\n\n\n\n \u201cThis study helps us prove the incremental impact of running turnkey media such as Twitter pre-roll in conjunction with custom formats to increase campaign efficacy. Toluna creative expertise provides an added layer of understanding how BuzzFeed\u2019s content performs relative to benchmarks and supports growth in KPIs.\u201d<\/p>\n<\/blockquote>\n\n\n\n Shari Sternbach, Senior Manager of Ad Effectiveness at BuzzFeed<\/strong><\/p>\n\n\n\n
Can respondents spontaneously identify the advertised brand?<\/li>\n\n\n\n\n
Does the key message of the ad resonate with consumers?<\/li>\n<\/ul>\n\n\n\nThe results<\/h2>\n\n\n\n
Here is what the study results found:<\/h5>\n\n\n\n
![\"unaided](\"https:\/\/www.metrixlab.com\/new\/wordpress\/wp-content\/uploads\/2021\/07\/unaided_brand_awareness_message_association.svg\")
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A combination of Twitter, Instagram and video types worked even better together to drive unaided awareness and message association.<\/p>\n\n\n\n
The custom video and pre-roll even generated purchase intent for the brand.<\/p>\n\n\n\n![\"Benchmark](\"https:\/\/www.metrixlab.com\/new\/wordpress\/wp-content\/uploads\/2021\/07\/Benchmark_comparison.svg\")
<\/figure>\n\n\n\n![\"Quotes\"](\"https:\/\/www.metrixlab.com\/new\/wordpress\/wp-content\/uploads\/2020\/05\/yellow-quotes.svg\")
<\/figure>\n\n\n\nWhat BuzzFeed told us<\/h3>\n\n\n\n
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