Beyond the click: Why we are establishing a qualitative measurement of advertising effectiveness as standard

In close cooperation with Brand Metrics, we are the first marketer Germany-wide to offer advertising partners an analysis of qualitative advertising data for free - even for small campaigns. We do this for a simple reason: Beyond clicks and page impressions, what counts most is the effect that the campaigns of the advertised brands have on the attitude and behaviour of their target audience. Air France has tested the Brand Lift Algorithm. They have found that it gives them wings.

Know how successful online advertising really is

An automated assessment of digital campaigns, regardless of shape and size: Brand Metrics has developed a unique algorithm that uses a single question with five answer options to provide reliable information on the qualitative advertising impact. The measurement method is already suitable for campaigns with a small reach and can be applied to all types of advertising - native, display and video advertising. The mini-survey is directly integrated on the publisher's site and asks users about their attitude towards the advertised brand. The study collects results on the four central KPIs of brand awareness, consideration, brand preference and purchase intention. This way, reliable statements on the actual, qualitative success of the campaign can be made.

Brand Metrics not only determines the value of the KPIs after campaign reach, but also uses the brand's market standing to determine the starting point and comparative value for the calculation of the achieved brand lift. The algorithm also considers the frequency of contact with the campaign and thus differentiates between people who have seen the advertising medium once, twice or more often. The Brand Metrics database calculates both brand standing and brand lift in accordance with campaigns of the same industry and measurement method.

First-Mover Approach: Social & Video Hub

As first mover, Air France is relying on the Social & Video Hub in the environment of the news portal FOCUS Online. Various forms of media are skilfully combined and staged. In addition to an editorial-looking article with direct references to the Air France offer, the hub includes three videos and several social posts, which convey the special service on board, the variety of routes and the sustainability concept of the French airline. The motto is "Flying French!".

Above-average performance in all four KPIs

The result of the campaign is an above-average total brand lift of 32 percentage points. The increase is 36 percent higher than the Brand Metrics benchmark for comparable campaigns.

Air France shows above-average initial values compared to the benchmark in the brand awareness (+24%) and purchase intention (+51%) phases even before campaign contact. On the other hand, consideration and brand preference start at a below-average level compared with brands in the same sector.

All four KPIs of success show significant uplifts. Through the campaign, the already above-average brand awareness can be increased by a further 2.8 percentage points. Two KPIs developed particularly strongly: Consideration with a plus of 16 percentage points and brand preference, which almost doubled. The actual willingness to book a flight with Air France also improved by a substantial 50 per cent, up 4.5 percentage points. When looking at this campaign success in comparison to other campaigns of the Brand Metrics Pool, the phases of consideration (+89 percent), the brand preference (+49 percent) and the intention to buy (+93 percent) lie significantly above the average benchmark.

Looking at brand lift as a whole, Air France achieved its biggest gain in the consideration phase with a 50 percent share of the total brand lift. The airline thus moves into the relevant set of its target group and demonstrably strengthens the target group's willingness to buy.

Sara Kiesler

BurdaForward Communications

Telling stories with a loving eye for detail - that's something I particularly enjoy. At BurdaForward, I mostly do that around our working world. I spend my free time on horseback, on the SUP or on skis. Anything in nature! Preferably in the beautiful Bavarian Alps and my beloved home, the Black Forest.