Measuring Impact of Advertising on Social Media
As audiences fragment and consumers turn increasingly to Internet search to gather information, traditional research methods for measuring the effectiveness of advertising are becoming more difficult and less relevant than ever before. A much more effective and reliable alternative is to track the impact of advertising through online ‘buzz’. Most importantly, this is just as effective for television, print and radio as it is for web-based advertising.
The chart below shows the impact of Sainsbury’s 140th birthday advertisement, aired on ITV1 during the evening of 6th May, 2009, on the top 100 search results for Sainsbury’s tracked in two-hourly periods on a daily basis. The impact of the advertising can clearly be seen and Spectrum can use the resulting data to determine its effectiveness on the brand as well as other factors such as relevance to search terms, which are critical for search engine optimisation.
Chart showing the online impact of Sainsbury's 140th birthday television advertisements
Spectrum’s timed search and analysis mean that response to both online and offline advertising can be tracked very cost-effectively on a 24 x 7 basis, in real-time if required. This would be both impractical and prohibitively expensive using traditional research methods. In addition, the volume and granularity of the collected data enables Spectrum to carry out powerful analysis against sales or changes in attitude and behaviour, allowing campaigns to be evaluated and fine-tuned – again in real-time if required – to deliver maximum ROI.
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