To determine if your campaign has achieved its objectives, you need to determine the performance of your communication with a real action plan in mind. Measurement criteria and factors are often relative and differ according to products and brand or marketing strategy, which makes the task difficult. To help you, here are some indicators to put in place that will allow you to measure the effectiveness of your communication.
What are the general indicators to measure the effectiveness of a campaign?
#1 – Impact
It refers to the memory that your spot or advertisement will have left with consumers. Did it make an impression? The impact is often controversial. Indeed, the methods used by companies for the same type of product are not the same. Indeed, some companies do not hesitate to make provocation in their advertising messages for a gain of notoriety.
It is therefore necessary not to stop at the impact to measure the performance of your campaign and to consider other parameters.
#2 – Positivity
The question here is whether your advertising campaign has reached as many people as possible without offending the sensibilities of some. Positivity is generally related to impact, because it allows you to know if your message has had a positive effect on the target.
#3 – Coherence
There are differing views on the credibility that should be attributed to consistency when assessing a communication’s performance index. While the old school remains true to the principle of consistency with previous releases and the brand’s universe, the new generation proposes to think outside the box and have new visions. In either case, your ad must reflect your image and vision.
#4 – Demarcation
It is used to find out if your communication is unique and unlike any other. It is not very wise to copy all or part of a competitor’s advertisement. The public always notices this and the resulting bad image will have negative effects on the future of the company. Communication is a creative universe where inventiveness is the key to differentiation.
#5 – Allocation
This indicator tells you whether your message refers only to your product or to all similar products. You must be clear, consistent and explicit in your ad not to offer a bargain to your competitors. Demarcation and attribution are closely linked although they are totally different.
#6 – Adequacy
It refers to the image conveyed by advertising and makes it possible to know if it does not deviate from your ambitions and your aims. Adequacy therefore concerns the degree of compatibility between your advertising message and your predefined media plan.
#7 – The target
The idea is to answer the question: “Is the campaign really designed for the previously defined persona?” It must be adapted to the age, sex, habits, interests, socio-professional category, location, etc. of the target.
#8 – Understanding
As soon as your advertisement is first shown, it must be assimilated by potential buyers. Therefore, your message must be clear, intelligible to the target, and contain only one concept. So, avoid over-displaying the benefits of your product and go straight to the point, that is, to the aspect that differentiates it from the others.
#9 – Credibility
Good advertising is a message that praises a product without falling into duplicity. So, to be credible, your ad must present your product according to its real characteristics. Misleading advertising must be avoided at the risk of major inconveniences for your brand image.
#10 – Problem solving
If your product has kept the promises advertised in your ad, your ad has fulfilled its role. It goes without saying that a good campaign must have as its main objective the resolution of consumers’ problems. Credibility and problem solving must always go hand in hand.
#11 – Retention force
It refers to the degree of recall of the product, brand and slogan. A successful campaign is one that marks a generation and that everyone remembers, even after several years.
#12 – Taking action
If your advertisement arouses the desire to buy from a consumer, your product and your advertising will have achieved the objectives you have set. Hence the importance of adopting a good communication strategy and a prior definition of the target.
#13 – The declination
The best communication is one that is not limited to a single format and that can be “replayed differently” over the long term. Thus, it is advisable to create several versions adapted to the different broadcasting modes (mobile, emailing, radio, TV…). You could keep a common thread over the years by creating new variants in the same spirit.
#14 – Resistance to time
If your advertising campaign is still valid and relevant despite changing times and seasons, then your communication plan has a strong resistance to time. The choice of theme and staging, for example, must be carefully thought through to achieve this.
#15 – Appreciation
Advertising that has received favourable opinions is above all advertising that has had a positive impact on people’s minds. If you never deviate from this perspective, your campaign will be effective and will unquestionably achieve its ambitions. Advertising is no more and no less a story of seduction.
#16 – Aesthetics
An advertisement that captivates must be pleasing to the eye and attract attention by its visual aspect. Both the content and the “container” must be treated to dazzle consumers. Choose carefully the graphics, colors, theme and especially the decor.
#17 – The budget
Design an advertisement according to your means. Always define the budget allocated to each task in advance and ensure that it is respected. You don’t have to spend a lot of money to get an effective advertising return. All you have to do is find the right formula that “catches on”.
How to measure the effectiveness of an ad on a billboard?
Remember that billboard or billboard advertising is not for everything. It is relevant for a specific objective: the launch or recall of a brand. It has very little persuasive power and is relatively expensive for a small number of prospects. That’s probably why it’s usually the big boys who use it.
To hope to achieve your ambitions, you must therefore rent as much advertising space as possible. You should also opt for those that are on roads with heavy car or pedestrian traffic. The number of individuals or vehicles using the route that can clearly see the billboard represents your campaign’s performance index.
What is the effectiveness indicator of a television ad?
The GRP or Gross Rating Point is the main measurable effectiveness index used in the advertising industry. It is used on television and radio. To calculate the GRP, the following calculation must be performed:
GRP = Coverage rate (or penetration rate) × Average repeat rate.
This corresponds to the number of contacts generated by the support plan in question out of 100 people of the target.
Measure the performance of your digital campaign
There are two main digital campaign indicators:
KPIs linked to the traffic generated by the ad
Your web analytics tool will give you this valuable information that will help you pilot and study the origin and distribution of your visitors over a given period. This will allow you to analyze a lot of data. For example, the percentage of Internet users coming from social networks, natural search results, commercial links and referral sites (blog, affiliation, etc.). The development of different webmarketing tools will help you to exploit in quantified terms the launch of your marketing campaign.
Conversion and transformation rates
- The conversion rate
It refers to the percentage of visitors who followed up on their visit (product purchase, quote request, newsletter subscription…). A high conversion rate is an excellent sign for your campaign.
- The rebound rate
This is the number of users who visit a page and leave the site immediately. The higher the bounce rate, the less effective your digital campaign is.
- The number of regular visitors
This is the percentage of Internet users who regularly visit your site because its content meets its expectations.
Measuring the performance and return on investment of an advertising campaign is of paramount importance. It allows you to see the effectiveness of the methods and to orient your media plan in this direction. The performance indicators described above will help you to do this.