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Answering An Industry Need In today's economic environment, marketers are looking towards digital with high expectations for achieving precise targeting and greater ROI. As always, understanding the overall impact that a digital campaign has on branding metrics is critical. But increasingly, marketers are moving beyond just impact to truly measure the cost effectiveness of the campaign and its components. For over ten years, AdIndex® has provided advertisers, agencies and publishers with an in-depth look into the driving factors of a digital campaign's impact across key branding metrics. Now, with AdIndex-Cost Effectiveness studies (AdIndex-CE), clients can further understand just how much it costs them per person to make such an impact within a specific marketing campaign. A Crucial Combination: Impact + Cost The cost effectiveness of a campaign varies based on site and creative differences. Understanding the role that cost plus impact play together among those factors is essential for future campaign optimization. AdIndex-CE is designed not only to identify the average cost to impact one person across the various Web sites and creative groups, but to also disentangle the roles of creative format and site placement to answer such questions as:
The example below compares the cost effectiveness of three sites in a sample campaign. Although advertising on Site B generated a higher percent of people impacted (Δ), Site C cost half as much per person to achieve the campaign goal of significantly raising Purchase Intent.  A Customizable Approach This solution, and the level of analysis needed, is customized based on your research goals, timeline and budget, and can be suitable for campaigns with both simple and complex media plans. Typically, in larger campaigns, each unique creative may run in varying proportions across sites in the media plan. Taking this into account, a more sophisticated analysis helps to control for the effects of creative when comparing the performance of sites, and vice-versa. Dynamic Logic is the first to bring a regression model for branding research to the industry, allowing marketers a more accurate measurement of ROI across Web site and creative impact than ever before. To learn more about how AdIndex-CE can help you understand the cost effectiveness of your online campaign, please contact your account team or email sales@dynamiclogic.com.
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AdIndex ®