How effective are your online campaigns?
Track targeted members of the
Toluna Community to find out
As investment in digital marketing continues to grow, so does the need to better understand the impact each online ad campaign will deliver. The biggest challenge advertising and media planning agencies face today is how to ensure they are measuring the effectiveness of their clients online marketing efforts in order to allocate spend accurately to achieve maximum ROI.
In partnership with nurago, Toluna has created BrandSpector™ a new method to measure both the effectiveness and efficiency of online advertising campaigns. Utilising cutting-edge tracking technology, BrandSpector™ identifies which selected members of Toluna ‘s online panel community have been exposed to the online campaign – where, when and how often. The extensive profiling of Toluna’s large panels enables BrandSpector™ to provide detailed demographic data on who has been exposed thus enabling the efficiency of the campaign to reach the target audience to be evaluated.
BrandSpector™ enables advertisers and their agencies to gain insight into the effectiveness of the communications by allowing them to survey panellists exposed, or not exposed, to a campaign to measure the extent by which the online campaign has affected key brand metrics such as awareness, consideration and purchase intent.
How BrandSpector™ Works
Advantages of the BrandSpector™ Panel Tracking Approach…
- Pre-screening of panellists to enable focus on specific target groups
- Enrich reporting with additional data already known about Toluna panellists
- No issues with cookie deletion or multi-user usage
- Control timing of survey invitation – e.g. ‘n’ days after last exposure
- Better guarantee of quota/cell plans: Low drop-out rates; Significantly higher response rate; Final sample size more controllable
- Media owner independent: No need to obtain extra inventory; Neutral evaluation of campaign
- Long term / trend / re-contact studies possible
Passive ‘cookie’ download
Toluna’s unique ‘community’ approach enables respondents to passively download cookies to be used for targeted ad testing and recall. Data can be provided to ensure relevancy of media spend, or used to target respondents for follow-up surveys based on exposure. Toluna, in cooperation with nurago, offers BrandSpector™ a unique digital media measurement product. The tool enables companies to test the effectiveness of media planning and purchase, by measuring intended reach against exposed panelists’ demographics.
Active download
Toluna’s highly engaged member-base are likely to download more intrusive applications that broadly track internet usage. Toluna partners with companies like Nielsen and comScore to provide online activity trackers. This offering gives you the opportunity to see where your target audience is going, so you can better reach them.
To test cookied panelists’ exposure, clients are provided with technology to embed into tested banner advertisements. This technology is not apparent to the viewer and extremely easy to implement. As cookied panelists are exposed to campaigns in test, their demographic information is stored, and can be used to audit media effectiveness, or target respondents for follow-up campaigns.
