How important post-view and cross-device data are in analysis. FMCG brand promo campaign

The brand of water "Turan" of the "AsiaWaters" company had a standard advertising campaign: a promo with a drawing of valuable prizes.

February 2, 2021 | Article by: Aleksey Lyah

The brand of water “Turan” of the “AsiaWaters” company had a standard advertising campaign: a promo with a drawing of valuable prizes. The full-service agency Mediainsider won the tender for the campaign. This is a team of media strategists from Kazakhstan, they are professionals in non-standard solutions to standard problems. In this case, the limited budget became a problem. A company cannot buy airtime on TV to attract an audience.

Mediainsider experts have found a solution in the form of a comprehensive media strategy that consists of TV, radio, street and digital advertising. This is a fairly standard cocktail, but with one secret ingredient— the Ukrainian digital agency newage., Which specializes in Holistic Analysis of media campaigns. As a result, the “Turan” water campaign was successful and gave a good case that the delayed advertising effect data (post-view and cross-device actions) are extremely important not only for ecommerce projects, but also applicable for FMCG advertisers.

The idea behind delayed advertising is that not responding immediately to an ad does not mean that it is ineffective.Indeed, you do not turn off the highway and go to the electronics store because you saw a billboard announcing the sale of TVs, even if this offer is relevant to you. You do not stop watching your favorite TV series because the ads that you are shown correctly guess your desire; you will click “skip” anyway. Because at the moment it is much more important what will happen to the mother of dragons! But when you go shopping or searching for the desired product, you’ll remember the advertisement that interested you earlier.

The delayed effect of advertising, when a user makes a purchase, registration or other targeted action after a time after the advertisement is shown, is present in both regular and digital campaigns. But how can this effect be measured? Use tracking systems like Google Campaign Manager, which allows you to track post-view and cross-device actions of users after contact with ads. This data is usually the hidden part of the iceberg in the standard approach to analyzing campaign results. The audience segments “post-view” and “cross-device” accounted for more than half of all those who went to the site – 22% and 43%. It is a mistake not to take this data into account when evaluating the effectiveness of an advertising campaign, since this is a significant audience.

Pay attention to the share of these indicators in the transition to the site and in registrations; in targeted actions, the use of this data is even more critical.

Let’s talk in detail about the conclusions from such an analysis.

  1.  How long after visual contact with the advertising material is required for the user to go to the advertiser’s promo page and register.
  1. Calculate the effective frequency of contact. In this campaign – the effective frequency was estimated as 3 impressions per user (for the period of the AC)

I am sure that many marketers think about the optimal frequency when they need to get the required number of user contacts with advertising, but do not overdo it, since this affects the budget and annoys the user with obsession.

Auditor (CM) allows you to track the number of people contacted with advertising on each frequency. Also, to determine who, after contact with materials at frequencies 1, 2, 3, went to the promo page. Accordingly, this gave us the opportunity to calculate the cost of users who switched on each frequency.

These two findings helped to determine the optimal frequency for the period of the advertised campaign, which was done during the campaign.

What else can we see from Campaign Manager data?

  • How many impressions at a frequency from 1 to 15+ were realized;
  • How many people were reached on each specific frequency;
  • What is the intersection between sites;
  • Which platforms and audience segments are more effective and which ones are less, the same with ad formats;
  • What is the cost of each visit to the site, given the number of times the visitor has seen the ad;

All this is done so that we can spend the budget more efficiently, knowing how many times, on average, a person must see an advertisement to perform an action useful to us – whether it is a transition to a website or a price for a targeted action.

In the case of using standard advertising tools, CTR (click-through rate) would come to the fore as a metric for evaluating the effectiveness of ad impressions. This approach is outdated because it too often leads to wrong conclusions.

A new approach to segmenting digital audiences and assessing their effectiveness makes it possible to more accurately assess the results of campaigns, now using the example of the FMCG brand. “Holistic Analysis” allows you to draw the right conclusions in a timely manner and optimize the campaign during its implementation.

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