Industry debates on ad measurement often fixate on metrics, methodologies, or the latest shiny innovation. But here’s the real question: Does the creative actually do its job?
Advertising resonance isn’t a new concept. In fact, it’s all anyone talks about the day after the Super Bowl—the biggest ad event on the planet. Yet many brands still overlook its importance in everyday campaigns, missing out on the key driver of upper-to-mid funnel impact.
The Advertising Measurement Funnel
Great Ads Don’t Reach, they Resonate.
Advertisers don’t spend billions annually just to reach an audience. They want to break through and 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 and Breakthrough 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.
Treat Every Ad Like it's the Super Bowl!
Ad Resonance measures who remembered your ad, liked your ad, and correctly attributed 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? Simple: highly resonant ads drive consumer behaviors, including down funnel 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.
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.
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