July 20, 2021

How to ensure your media campaign is effective

Kyle Gollins, VP, Americas

The pandemic coupled with the social justice movement in 2020 has caused dramatic declines in advertising and marketing budgets for companies nationwide. It’s now more important than ever to ensure that your media campaigns are as effective as possible. People are looking to creative testing strategies and campaign evaluation tools to ensure that your media campaigns reach the right audience and resonate with individuals of that audience.

Savanta looks at several different tools and techniques to test creatives to ensure the creative conveys the desired messaging and projects the brand with favorable outcomes. Specifically, we can look at behavioral metrics to employ an understanding of what emotions content elicits, with a focus on the physiological response of a person’s reaction.

Once content has gone live, there are ways to measure the impact of a campaign. Brands need to evaluate a campaign to understand what avenues are best for lead generation and brand engagement after it launches. Campaign evaluation further allows you to know how effective your spending has been.

By diving into creative testing and campaign evaluation, your brand has a more substantial chance of getting recognized, reaching the eyes of your intended audience, and creating content that resonates with your target audience. Personalizing your creatives with unique material guarantees individuals feel a sense of warmth and consideration coming from the brand. Furthermore, evaluating brand campaigns each time will ensure that these initiatives work in the future and continually cater to your audiences and their changing perceptions.

At Savanta, we help our clients reach their highest potential by delivering actionable insights to inform and inspire. Download the report HERE to understand the importance of creative testing and campaign evaluation.


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