ad effectiveness methodology - linkedin · ad effectiveness methodology objective : survey research...
TRANSCRIPT
![Page 1: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/1.jpg)
Ad Effectiveness MethodologyObjective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics
WHO is surveyed?
Exposed = advertisement was last served to member within the past 7 days
WHAT is measured?
Top of Mind Awareness
Aided Brand Awareness
Favorability
Consideration
Recommendation
• Platform based survey research to measure impact of campaign
• Research combines attitudinal responses with member data
Brand Funnel
WHEN should I use a Brand Impact Study?
• During a sponsored Content campaign to understand the impact of media on perceptions of your company
WHAT can I learn?
Control
Exposed
• Campaign impact brand health metrics, including:
• Awareness compared to competitive brands• Existing Favorability, Consideration, and Recommendation
compared to competitive brands• Agreement with Brand Attributes/Perceptions• Creative analysis: static, video, and carousel media
Example of awareness analysis
Example of overall brand metric analysis
![Page 2: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/2.jpg)
![Page 3: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/3.jpg)
![Page 4: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/4.jpg)
•
•
•
•
![Page 5: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/5.jpg)
![Page 6: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/6.jpg)
![Page 7: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/7.jpg)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
![Page 8: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/8.jpg)
•
•
•
![Page 9: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/9.jpg)
![Page 10: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/10.jpg)
![Page 11: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/11.jpg)
![Page 12: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/12.jpg)
![Page 13: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/13.jpg)
•
•
•
![Page 14: Ad Effectiveness Methodology - LinkedIn · Ad Effectiveness Methodology Objective : Survey research to measure how investing in Sponsored Content on LinkedIn changed branding metrics](https://reader033.vdocuments.site/reader033/viewer/2022052104/603ed6aefd3f177856235880/html5/thumbnails/14.jpg)