A new – and increasingly digital – dynamic has created a real challenge in the way companies engage strategically and tactically. It’s had a knock-on effect on how audiences respond to brands.
What does it really mean to stay relevant today? The emphasis on this has never been greater… however you engage with target audiences. Powerful brands are building relationships across a range of platforms, including TV, radio, online, out-of-home advertising, and the all-important social media.
Whatever the campaign, whether it’s through advertising, sponsorship, product placement or today’s celebrity influencers, media measurement through media market research and social media market research plays a key role in enabling brands to maximise effectiveness and ROI across a range of metrics.
How we help
Advertising campaign effectiveness
What’s the most important thing to do before you launch a big advertising campaign? Test your target! Doing this before launch helps optimise and refine creative and messaging for accelerated impact. What’s the most important thing to do after a launch? Evaluate your end-user! We can help you understand campaign impact ROI and the performance of every element against KPIs. Tools include digital ad-pretesting, campaign optimiser and biometrics to understand emotional impact.
Understanding the media landscape
Engaged audiences. It’s every marketeer’s dream. How do you acquire new audiences? Engage existing audiences for longer? Use the tech to drive engagement and content consumption across multiple platforms? And best monetise audiences with subscriptions and advertising? This is a lot to get your head around. Understanding the media landscape is essential, and – stop the press – it’s what we do brilliantly!
To stay one step ahead, it’s vital to measure and monitor marketing strategy effectiveness and whether shifting brand perceptions align to long-term goals. It’s all about improving targeting and cut-through. Brand tracking allows you to benchmark your brand’s strength in a competitive context and set targets for brand growth.
If you’re looking to build and maintain a strong brand, it's essential to identify your optimal brand positioning. We do this through a comprehensive assessment of the market and existing brand equity. Our tools help you track brand performance over time to monitor shifting brand perceptions and course-correct your strategy.
"Savanta were a joy to work with on an important evaluation project for one of our sponsorship properties. Through a clear and compelling debrief, they demonstrated how the partnership was working to drive improvements in brand perceptions. Most importantly, they were able to separate this impact from an above-the-line campaign which was running at the same time. Overall, it was a great piece of work, which has had real impact in the business – thank you."
“As a not-for-profit organisation, every pound counts, so it’s absolutely vital we get the most out of our ads to maximise their impact, with the media budget available. We already had a strong ad but what I found really useful about the approach was knowing which elements were working harder for us and why, and which parts less so – all of which helped inform what changes were required to really cut-through. This gave me confidence to air the ad going forwards but also informed our cut downs. As a result we achieved impressive business outcomes with strong Golden Quarter results.”
“I have worked with Savanta on a variety of clients and projects, from brand tracking to ad testing. Savanta consistently provide actionable insights that allow us to meaningfully improve the output of our communications, whether that's by making small changes to a specific ad, or highlighting key areas of opportunity for brands to unlock their true potential. Unlike many other research agencies, they don't settle at diagnostics, instead going deeper to truly analyse the causes behind scores.”
“The biometric research allowed us to go beyond scene-by-scene engagement to truly uncover key differences in relevancy and effectiveness of the two films to measure emotional connection and deeper engagement. We were delighted to be a partner in this UK “first” in advertising research.”
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If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434