Ad Effectiveness - Print, Digital, E-Newsletter, Website Ads

Also referred to as Ad Readership/ Ad Performance/ Ad Measurement

The objective of these studies is to:

  • Provide advertisers with valuable feedback on their ad’s performance
  • Incentivize clients to advertise in a specific issue, e-newsletter, etc., being measured to bolster ad sales
  • Identify and promote strong ad performers to encourage larger ad commitments

Signet offers several variations of these AdStudies®

  • AdStudy®
  • AdProbe™
  • AdProbe Action™
  • AdImpact™
  • AdEffect™
  • AdBrand™

Metrics included in studies above vary, amongst them are:

  • Recall/Readership of ads
  • Rating Noticeability, Information Content and Effects of ads
  • Level of Interest and Actions Taken as a result of seeing ads
  • Extensive Verbatim Comments on the impression of the ads
  • Sales lead generation

Signet helps publishers promote these studies. Selling one additional ad will usually pay for the whole study. While typically these studies measure specific print issues, they can be tailored to website/e-newsletter ads, mobile/tablet digital ads.

AdLift™ – Measure of ROI

The objective of these studies is to:

  • Substantiate ROI by reporting lifts in brand awareness and purchase intent post ad exposure in a specific issue
  • Put niche special interest publications in the same playing field as those participating in the MPA Industry Sales Guarantee
  • Give Publishers the ability to incentivize advertisers with ROI guarantees based on participation revenue/ paging requirements

BenchStudy- Pre/Post Campaign

The objective of these studies is to:

  • Compare key brand metrics before seeing the ad (pre) with the same metrics after seeing the ad (post). Any positive lifts between pre/post can be attributed to exposure of the campaign

BrandStudy™ - Brand Awareness

The objective of these studies is to:

  • Measure the awareness, familiarity and perception of brands and provide reasons why a brand should advertise
  • Track differences in metrics over time and attribute them to advertising or lack of it
  • Provide advertisers with insights that really help shape the strategic direction of their brand

Audience Profiling

The objective of these studies is to:

  • Promote the quality of the audience in order to attract advertisers
  • Quantify their level of buying power and influence
  • Validate their level of engagement and interest with medium measured

These studies are perhaps the most widely used for the purposes of providing a comprehensive description of the audience/target market.

Audience studies can be tailored to…

  • An individual medium or combination of mediums, such as
    • print reader
    • website visitor
    • e-newsletter subscriber
    • mobile/tablet user
  • Event participants
  • Association Members

Content Evaluation

The objective of these studies is to:

  • Identify content areas that resonate with readers and those that are in need of improvement for future direction
  • Provide editorial feedback on the extent of engagement and satisfaction with content
  • Understand consumer demand by evaluating cover treatment and subscription dynamics

Study options include:

  • EdTrack™ Study : Our most comprehensive content evaluation study. It continuously measures the brand health of a publication and how well its print or digital content is captivation readers in order to inform editorial strategy
  • Issue-Specific Study : Measures the content (i.e. articles. cover treatment) of one or more issues throughout the year
  • Publication-Specific Study : Measures the overall brand health of a publication and how well the publication is delivering on its value proposition

All content evaluation study options can be adapted to address the mediums or platforms in need of measurement (e.g. website, e-newsletter, mobile app, etc.)

Media Consumption

The objective of these studies is to:

  • Optimize each media platform by understanding consumers’ media consumption habits and behaviors
  • Identify the triggers that cause consumers to prefer one platform over another
  • Track the ever-changing dynamics of the media landscape to stay ahead of the competition

Panels & Communities

The purpose of establishing a panel/community is to:

  • Create a cost-effective solution for gathering frequent feedback from consumers/readers/members for internal and external needs
  • Generate a new revenue stream by allowing advertisers/sponsors access to a qualified, highly engaged audience subset
  • Enhance consumer dialogue by interacting with panel members via forums, bulletin boards and social media outlets

Advantage of conducting studies with a panel/community (vs. traditional databases):

  • Generates high response rates/engagement
  • Cost effective

Custom Advertiser/Sponsor Studies

The objective of these studies is to:

  • Generate additional revenue/value by offering advertisers/sponsors access to the panel or database for customized research projects
  • Strengthen partnerships by becoming a marketing strategist for clients

Custom Studies may include:

Ad Creative Testing: test ad creative concepts with the target audience to see how it resonates BEFORE finalizing creative

Ad Effectiveness: go beyond traditional ad effectiveness measurements to deeply understand how an ad’s message was perceived

Benchmark Studies: gauge response pre and post ad campaign to measure ROI

Branding: measure brand awareness, familiarity and the perceptions/attributes associated with a product/service

Competitive Positioning: understand what a brand excels at and where it lags in comparison to the competition

Concept Testing: test or refine new ideas with the target audience

Customer Satisfaction: measure customer service tactics and/or product performance

Event/Trade Show Studies: learn what attendees valued most about their trade show/event experience and apply this input to future events

Logo and package testing: test new design treatments against current ones to see how the new treatments will impact brand image and purchasing behavior

Product Testing: place products physically in the hands of customers and gather feedback on their experience to use for internal or promotional purposes

Publishing Content: generate insights to provide content for editorial, advertorial or marketing material