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 reconsidering 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.
Here are a few things to consider when reviewing your 2024-2025 measurement strategy:
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.
You can’t drive Outcomes if you don’t understand Ad Resonance!
Marketers face increasing pressure to show ROI on their advertising investments. Behavioral data, such as web visits and Google searches, can help keep your CFO off your back. But using this engagement data alone leaves many questions unanswered.
Did people search for your ad because they liked it or hated it? Which elements of your creative are working (or not)? How is your ad supporting long-term brand goals and loyalty? Resonance measurement fills these gaps, correlating Ad Recall, Likability, and Message Breakthrough with search and sales outcomes.
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
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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
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