ad effectiveness

Know exactly what yourads are doing

Stop guessing whether your ad campaigns are working. GWI's advertising effectiveness solution measures the real impact of your advertising across every channel - so you can prove ROI, optimize your strategy, and make every penny of media spend count.

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Your campaign ran. But did it work?

Running a campaign is the easy part. Understanding whether it actually reached the right people, shifted brand perception, and drove meaningful outcomes is where most brands fall short. We combine real-world exposure measurement, advanced modelling and creative testing to give you a complete picture - who your ads reached, how audiences responded, and what impact it had on the metrics that matter.

What you can't measure, you can't improve

Prove campaign impact

Measure brand lift and understand the real impact your campaign had on key brand KPIs - from awareness and consideration through to purchase intent.

Measure performance across every channel

Understand how your campaign performed across digital, TV, radio and social - including how channels overlap and interact with each other.

Validate your targeting strategy

Identify exactly which audiences were exposed to your ad and whether your campaign reached the people it was intended for.

Go deeper on emotional response

Go beyond standard metrics with optional advanced techniques - facial coding, eye tracking and implicit association testing - to understand how your creative made audiences feel.

Our approach to measuring
ad effectiveness

A classic brand lift campaign will comprise the following steps.

Identify channels for measurement

Once we know where your campaign ran, we determine the right way to measure effectiveness for each channel - from cookie tagging to OTS modelling.

Define objectives and target audience

We work with you to establish your campaign goals - whether that's increasing awareness, favourability or purchase intent - and identify the best way to reach your campaign audience, ensuring the study is built around your precise business needs.

Establish base line and exposed groups

One approach is to divide the sample into control and exposed groups, demographically matched, demographically matched to ensure accurate comparisons and isolate the true impact of your campaign from any external factors.

Measure and analyse campaign impact

By comparing responses between the two groups, we analyse uplift across key brand metrics - quantifying your campaign's effectiveness and giving you clear, defensible evidence of advertising impact.

"That ability to go end to end is one of the reasons we love partnering with GWI."

Media agency Fullsix used GWI's audience modeling tools to help Tequila Avión achieve brand lift across every key objective, including a TV buy 30% more efficient than traditional campaigns.

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Why GWI for advertising effectiveness?

Our methodology covers all channels - including offline and untaggable environments that other solutions simply can't measure, giving you a complete view of campaign performance.

Real-world exposure measurement means results reflect how your ads actually performed in the wild, not in an artificial research setting - giving you data you can genuinely trust.

Results are enriched with GWI's flagship Core data set, so you don't just know if your campaign worked - you understand exactly who it worked for and why.

Optional advanced techniques including facial coding, eye tracking and implicit association testing give you a deeper read on emotional response.

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Got questions? We’ve got answers.

What is Ad Effectiveness?

Ad Effectiveness is a solution that measures how advertising influences brand perception, recall, and key outcomes such as purchase intent across both digital and traditional channels.

What channels can you measure?

We can measure performance across digital, linear TV, radio, social media and untaggable environments - using the methodology best suited to each channel.

Can you measure campaigns that have already run?

Yes - we can measure campaigns post-flight. For best results we'd recommend setting up measurement before or during a campaign, but we can work with you on the right approach.

Can you test creative before it goes live?

Yes - we can evaluate creative concepts with target audiences before launch to refine messaging and improve campaign performance before you commit to spend.

Start measuring your ad effectiveness with GWI today

Like what you see? Have a chat with our experts.

Prove the real impact your campaigns have on brand perception
Measure performance across every channel, including offline and untaggable environments
Understand exactly who your ads reached and how they responded
Say goodbye to guesswork about whether your media spend is working