Say goodbye to the guesswork around whether your campaigns are working. GWI's ad effectiveness solution measures their impact across every channel, so you can prove ROI, optimize your strategy, and make every dollar of media spend count.
Your campaign ran. But did it work?
Getting a campaign up and running is the easy part. The harder part is knowing whether it reached the right people, changed brand perceptions, and moved anyone closer to buying.
We bring together real-world exposure measurement, advanced modeling, and creative testing to show you who your ads reached, how audiences responded, and what they did for awareness, consideration, and purchase intent.
What you can't measure, you can't improve
Measure brand lift and see your campaign's impact across key brand metrics, including awareness, consideration and purchase intent.
See how your campaign performed across digital, TV, radio, and social, including how each channel’s results overlap and interact.
Identify exactly which audiences were exposed to your ad and whether your campaign reached the people you wanted it to.
Run facial coding, eye tracking, and other optional advanced techniques to see how your creative made audiences feel, not just what they remembered.
Our approach to measuring ad effectiveness
A typical ad effectiveness study will follow these four steps.
Determine the channels for measurement
Once we know where your campaign ran, we choose the right way to measure effectiveness for each channel, from cookie tagging to opportunity-to-see (OTS) modeling.
Map out the objectives and target audience
We work with you to set your campaign goals and agree who you're trying to reach, so the study is built around your business’ priorities.
Establish base line and exposed groups
We split the sample in two: people who saw your campaign, and a matched group who didn't. Because the groups are demographically matched, any difference between them comes from your advertising and nothing else.
Analyze campaign impact
We compare how both groups answer the same brand questions to measure brand lift across your key metrics. You get a clear number for what your campaign achieved, and the workings behind it.
How Fullsix drove brand lift for Tequila Avión
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"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.
30%
More efficient than traditional campaigns
Why choose GWI for advertising effectiveness?
Measuring advertising isn't always straightforward. We make sure you can see what’s really happening across your campaign.
We measure ads in the real world.
Real-world exposure measurement shows how your ads actually performed with real audiences, not in an artificial research setting. So you can trust the results.
TV, podcasts, social, digital? We measure them all.
Our methodology covers offline and untaggable environments alongside digital channels, so you're not left with gaps in your campaign measurement.
Want to know who responded? We can show you.
We overlay your results with GWI Core, our ongoing survey of consumers in 53 markets, so you can see the people behind the data. Its 57,000 profiling points tell you who your campaign worked for and what makes them different.
Want to know how your creative made people feel? Go deeper.
Add facial coding, eye tracking, and implicit association testing to uncover emotional responses that traditional surveys can miss.
Got questions? We've got answers.
What is ad effectiveness?
Ad effectiveness is a service that measures how much your advertising shifts brand perception, recall, and outcomes like 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 measure campaigns after they've finished. We recommend setting up measurement before or during a campaign for the best results, but we'll build the right approach around whatever stage you're at.
Can you test creative before it goes live?
Yes. We can test creative concepts with your target audiences ahead of launch, so you can sharpen messaging and improve performance before committing spend.