nrg|ExposureEffects

Evaluate the effect of your online advertising campaign with nrg|ExposureEffects. Benefit from the combination of non-reactive monitoring and online surveys and learn more about the effect your campaign has on your key brand metrics.

Answers to your questions

nrg|ExposureEffects is the simple and cost-effective way to optimise your digital brand communications. Use it to answer questions like:

• How does your digital communication contribute to achieving your branding objectives?
• Which advertising environments and placements and which advertising formats and creative types achieve the best effect?
• What impact does frequency of exposure have on the effect of your digital advertising material?
• What is the effect of your online campaign in the context of the cross-media-mix?
• How long does the effect of your online campaign last and to what degree does the effect decline over time?
• What effect does the duration of your campaign have on the overall advertising effect?

What are the benefits of nrg|ExposureEffects?

• Easy planning and fast execution – nurago works with every major global ad network to ensure seamless implementation of tracking tags
• Professional project management and recommendations for action from media research specialists
• Flexible sampling method allows recruitment of survey participants either from a panel or by invitation via OnSite Layer
• Questionnaire optionally standardised or customised to your needs
• Results can be analysed at any level, from top line to website to ad format. Alternatively, analysis can be presented at the respondent level to compare results among different sociodemographic, attitudinal or behavioural groups.

Method

With a hybrid approach which links exposure monitoring results to survey responses, nurago combines the classic methods of advertising effect research with a reliable cookie tracking process to ensure accurate and robust campaign evaluation. While the participants in the test group have had contact with your online campaign, identical Internet users without campaign contact are invited to participate in the survey as a control group.

nrg|ExposureEffects allows you to choose between recruitment of survey participants within a panel or by means of survey layers ("OnSite"). Both approaches are based on a passive, opt-in cookietracking process. In this process, your advertising materials are equipped with a tracking tag that allows the measurement of all ad contacts in the entire population as well as within the panel. If required, different tracking tags can be implemented into your advertising materials which measure the exact visibility duration of each advertising element in addition to simple ad exposure rates.

Sample Option 1: Panel-based recruitment

nurago works closely with industry-leading partners for panel based recruitment. Members are marked with a unique cookie which remembers past behaviour every time they pass through a panel touchpoint. Two groups of panellists, identical in every way except whether they have been exposed to your campaign, can be invited at any time via email to complete a short evaluation survey, thereby forming the test and control groups and avoiding the known biases and limitations of traditional popup based surveys.

Advantages

• Particularly high response rate in comparison to site-based recruitment
• Easily allocate quotas to survey invitations according to the campaign’s desired target group
• Simultaneously timed survey of control and test groups in order to avoid distortion of results by any external factors
• Effective techniques aimed at minimising the effect of cookie deletion
• Exclusion of "unreliable" panel members based on their previous cookie deleting behaviour
• No coordination with website operators necessary for the implementation of tracking tags
• No interruption of the genuine surfing process through survey layers

Sample Option 2: OnSite recruitment

For campaigns with a particularly niche focus where a panel based-approach would not be appropriate, OnSite recruitment may be adopted. In this method, in addition to tracking tags being added to all advertising elements, all websites on which advertising materials are placed have extra code added to them prior to campaign launch. This code allows for the introduction of a layer that invites visitors to participate in the advertising effectiveness study. The survey layer matches the theme of the host website and is programmed in such a way that pop-up blockers have no effect on it.

Advantages

• Analysis of small and tightly focused campaigns possible
• Costs per interview are very low or do not apply at all (e.g. prize draw for vouchers among the participants)

Timing

A lead time of two weeks should be allowed before campaign start in order to finalise questionnaire structure and tagging details. Your results will be available within two weeks after campaign completion.