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Etudes d'efficacitéEffectiveness studies

Quantify the effectiveness of your branding campaigns with suitable metrics (memorisation, sales, profiles)

Problems set faced by all branding advertisers

Because the effectiveness of a campaign should not be measured with Click Through Rate.

Who has really seen my campaign? Do exposed internet users remember? Does internet drive sales in the stores?
Demographic and lifestyle profiles are a key element of branding campaigns. To be useable, they must be obtained via statistically valid methods. The wide range of online ad formats available challenges the concept of brand attributes (awareness, purchase intent) more so than other media. The ultimate aim of a branding campaign is to generate « offline » sales.

A set of effectiveness studies to answer all these questions

Campaign profiles Do exposed internet users remember? Does internet drive sales in the stores?

Alenty cross-tabs ad exposure metrics with panel data from partners
Therefore, you will see if the exposed users are matching the lifestyle and demographic segments you intended to target. You will also be able to find out purchase intent, interests or equipment of the households exposed. The statistical solidity of the samples are validated by our partners.

  • Nielsen//NetRatings

  • TNS

  • Panels propriétaires

Thanks to its unique methodology, Alenty can cross-tab the real ad exposure time of any user group with its questionnaire answers.
It therefore becomes possible to create correlations between ad exposure time and branding attributes (brand favorability, message association, etc.). This  can be based on creative, and even by sites...

  • TNS

  • Harris

  • MédiaMento

Alenty's ad exposure measurement technology underpins the MarketingScan panel.
The real ad exposure time measured against each panellist  allows to quantify the impact of an online campaign on in store sales.

  • MarketingScan