Live Data: Ad Biz Priorities & KPIs For 2018

Live Data: Ad Biz Priorities & KPIs For 2018
Advertising

Our Purple Panel survey explored the objectives and metrics of the modern advertising executive

Piers Fawkes, PSFK
  • 15 february 2018

Experiential marketing campaigns run the risk of having diminished impact—being reduced to ‘marketing stunts’ or ‘social media backdrops’—if they are not aligned to deliver against relevant and prioritized brand objectives.

A PSFK Purple Panel poll of advertising industry professionals identified the most prevalent business needs today:

  • Reinvigorating customer interest (50% of respondents identified it as a top priority)
  • Building brand awareness (48%)
  • Changing an established consumer perception (46%)
  • Launching a new product or service (41%)
  • Gaining market share (40%)

Our Purple Panel survey also found that next-generation technology integrations, supported by data sharing practices, are evolving the status of experiential marketing from immeasurable and generalized stunts to rich opportunities for data collection and interpretation with defined key performance indicators (KPIs)—which can be used to build out shopper profiles, evaluate campaign success and inform long-term strategy.

Traffic

  • Footfall: infers audience interest and helps brands plan target markets, locations and venues for activations
  • Dwell Time: indicates how interested or engaged audiences are with an experience
  • Capacity: determines whether exclusive or small-scale events are effective and engaging a highly-targeted user base
  • Repeat Engagement: shows whether a brand stays top-of-mind during common consumer routines or moments of need

Sentiment

  • Sentiment: gauges audience opinion of an experience; compare to expected sentiment, as well as previous brand sentiment metrics, to infer how both the brand and audience are changing
  • Brand Lift: evaluates whether a one-off experience has changed longer-term perception
  • Customer Feedback: collected onsite or after an event to research level of shopper interest and investment in brand initiatives; qualitative feedback can also be analyzed for idea generation

Reach & Recall

  • Earned Media: in the form of press and social coverage, compensates for limited reach of experiential (versus digital) activations
  • Brand Recall: confirms whether a brand was successfully able to communicate its platform and value proposition while delivering an experience
  • Net Promoter Score: measures word of mouth marketing and is an effective substitute for ‘virality’ in local activations

Conversion

  • Sales: contributes to bottom line and validates investment in experience; sales data offers handshake moment for ongoing engagements
  • Conversion: extends measurability of activation to include top-funnel consumer actions including sign-up, sharing contact information or otherwise beginning a brand relationship
  • Lead Generation: uses data collected on-site to customize future touchpoints and drive desired action

Content Generation

  • User-Generated Content: demonstrates audience opinion while also providing valuable assets and influencer contacts for brands to share, engage with or repurpose
  • Experience-Generated Content: extends physical experience into digital assets that can be distributed for exponentially greater reach
  • Views: aggregates audience interest from those who participated, those who saw influencers in their network participate and those who engaged with the experience through branded content

These findings are an extract of the Advertising Playbook. The survey was conducted in September 2017 and includes the responses of over 375 advertising professionals across marketing, design and innovation industries offered their perspectives on the importance of experiential advertising, and on strategies to successfully implement it. These perspectives informed quantitative and directional insights within the final report.

Experiential marketing campaigns run the risk of having diminished impact—being reduced to ‘marketing stunts’ or ‘social media backdrops’—if they are not aligned to deliver against relevant and prioritized brand objectives.

+advertising
+Brand Introduction
+data
+Design
+experiential marketing
+Innovation
+Luxury
+Market Research
+Product Promotion
+Public
+retail
+technology

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