Using MarketCast’s Brand Effect advertising recall and resonance measurement, we've analyzed some top-performing ads in the insurance sector to explore what drives a standout insurance ad.
Industry pundits love a good debate about advertising measurement metrics and methodologies. But what often gets lost in these conversations is the crucial need to measure ad effectiveness beyond just counting eyeballs.
Savvy researchers and CMOs are increasingly considering full-funnel metrics to gauge their advertising performance. And the even savvier ones (yeah, we said it) are integrating Ad Resonance metrics into their overall measurement mix.
The Advertising Measurement Funnel
Ad Reach is critical, but it’s not everything.
Advertisers don’t spend billions annually just to reach an audience. They want to make an impact. Reach solutions tell you how many people saw your ad, which is still critical.
But reach measurement alone doesn’t reveal how your creative performed and how it influenced audiences to think and feel. It’s like Tinder showing 1,000 profile views without giving you any matches.
You need Ad Resonance measurement to understand how your ad creative and messaging got into the heads of your audience – and made them think about your ads and brand.
TARGETING
THE UPPER-TO-MID FUNNEL
Who remembered your ad, liked your ad, and linked your ad to your brand?
To understand Resonance measurement, think about every conversation you have the day after the Super Bowl when someone asks you what ads you remember and which ones you liked. Ad Resonance measurement does this at scale for every ad on every platform. It helps identify if your audience remembers your ad, likes it, links it to your brand, and considers your brand or products because of it.
Highly Resonant ads drive consumer outcomes!
Why focus on ad resonance metrics as opposed to down-funnel outcomes? Simple: highly resonant ads drive consumer behaviors, including Web search, retail visits, and sales.
MarketCast data proves that highly resonant ads—those that break through the noise with audiences and exceed specific thresholds for Ad and Brand Recall—can boost sales, retail visits, and Web site traffic by as much as 5%.
For advertisers, this translates into millions of dollars in additional revenue, all fueled by smarter, more impactful creative.
ACR DATA + SOCIAL + SURVEYS
= CROSS-PLATFORM
Resonance measurement can now be scaled across CTV and Social
Gone are the days when Ad Resonance measurement was just for linear TV advertising. Resonance measurement has matured. Today, solutions like MarketCast Brand Effect use targeted surveys and Smart TV data (from Vizio, Roku, and others) to capture metrics across major platforms – from linear and CTV to digital and social platforms like Facebook, YouTube, and TikTok.
Ad Resonance complements existing ad measurement solutions.
Ad Resonance measurement, like MarketCast Brand Effect, integrates seamlessly with traditional reach measurement from major providers like iSpot, VideoAmp, and Nielsen, or outcomes measurement from EDO and others.
There’s no conflict here. Adding Resonance to your existing mix gives you a richer understanding of your ad creative performance and your audience and how they move down the funnel.
Get in touch today to learn how big brands are choosing MarketCast’s Cross Platform Brand Effect for Upper-to-Mid Funnel marketing measurement.
Featured Insights
Using MarketCast’s Brand Effect advertising recall and resonance measurement, we’ve identified and broken down a handful of recent ads and campaigns that are successfully engaging Gen
Check out a preview of the Super Bowl LVIII ads that made our top lineup with audiences using our Brand Ad Appeal metric.
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