Transcript
Page 1: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

Ad Effectiveness MethodologyObjective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

WHO is surveyed?

Exposed = advertisement was last served to member within the past 7 days

WHAT is measured?

Top of Mind Awareness

Aided Brand Awareness

Favorability

Consideration

Recommendation

• Platform based survey research to measure impact of campaign

• Research combines attitudinal responses with member data

Brand Funnel

WHEN should I use a Brand Impact Study?

• During a sponsored Content campaign to understand the impact of media on perceptions of your company

WHAT can I learn?

Control

Exposed

• Campaign impact brand health metrics, including:

• Awareness compared to competitive brands• Existing Favorability, Consideration, and Recommendation

compared to competitive brands• Agreement with Brand Attributes/Perceptions• Creative analysis: static, video, and carousel media

Example of awareness analysis

Example of overall brand metric analysis

Page 2: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 3: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 4: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

Page 5: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 6: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 7: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

Page 8: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

Page 9: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 10: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 11: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 12: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
Page 13: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

Page 14: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics

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