Is your new campaign able to stand out among your target group? How are the campaign creatives evaluated? On which brand KPI’s has your campaign realised impact? What can we learn from the campaign regarding media deployment and used creatives? These are all important questions to determine the strength and impact of your campaign, optimise the next flight or generate learnings for future campaigns.

DVJ’s campaign evaluation provides concrete answers to these questions by using a validated research model where brand, media and creation come together. We provide insight into the extent to which the campaign stood out amongst the relevant target audience, what the strength for the campaign creative has been and if the campaign was able to affect the brand and therefore resulted in achieving the campaign goals. The Campaign Evaluation ensures companies will have more control over the effectiveness and efficiency of their marketing efforts.

Our approach

The foundation of DVJ’s Campaign Evaluation consists of a pre-post methodology, complemented with an exposure analyses to map out the effects of the campaign. By bringing brand, media and creation together, we provide full insight into how each type of campaign works.

  • We make a distinction between campaign effects (recognition, advertising and message recall), brand effects (brand funnel and brand values) and creative effects (evaluation).
  • We use an OTS-methodology to determine possible exposure to the campaign. We relate people’s media behaviour to the realised media deployment. This allows us to determine if and to what extent people have been in contact with the campaign.
  • We carry out different statistic contribution analyses to interpret the role of each deployed channel.
  • We offer modular add-ons to further dive into the campaigns of the most important competitors, digital performance and phasing and timing of media planning.
  • We have an extensive benchmark available for the creative evaluation and campaign creative recognition against the media pressure.

Meta-analyses on our database have proven that only 20% of campaigns is capable of realising significant effects on advertising recall.

Our deliverables

To meet the campaign debriefs of the media and advertising agency and implement optimisations for potential future flights of campaigns, it’s important that a campaign evaluation is carried out in a fast and efficient way.

  • The results are summarised in a compact PowerPoint presentation where the effectiveness of the campaign is determined and possible optimisations identified using the FUA-method.
  • Our Senior Consultants add value in the presentation in the interpretation and discussion with important internal and external stakeholders.
  • Completion of the study within 10 business days after the post-measurement.

 

Your benefits from Campaign Evaluation

  • More efficient and effective campaigns.
  • More control over the ROI of your marketing efforts.
  • Concrete recommendations that help the media and advertising agency implement optimisations for future flights of campaigns.