What is Pre and Post Ad Tracking?

Ad tracking is used to evaluate advertising and brand awareness, usually following viewing of either:

• A short portion of a commercial

• A series of stills from an advert

• Other concept or current advertising mediums

Pre ad tracking is where respondents are asked a series of questions relating to your brand and/or advert around awareness, usage, reputation etc. BEFORE being shown the advertising material.

Post ad tracking is where the respondents are then asked follow-up questions AFTER viewing the advertising material.

Ad tracking is an incredibly useful tool for measuring the effectiveness of an advertising campaign. It can help shape creative decisions and refine artistic ideas, checking the advert is being received as intended. To a degree, it can also be used to estimate the ROI of a campaign.

Ad tracking can be run as either a cross-sectional (one-off snapshot in time) or longitudinal (repeat surveys conducted over a period of time) study, depending on your requirements. Either way, they are both vital for distilling an advert down to its key brand messages, and making sure that those messages are coming across in the right way.

Running a pre and post ad tracker can be really helpful to see how consumers’ opinions and attitudes change after viewing your advertising material, to see if the advert is having the desired effect.

Methodology

Using our proprietary software, we would conduct an online survey to our dedicated consumer panel. This would generally be conducted at a nationally representative level, but can be amended to target a more specific demographic (e.g. dog owners or vegetarians) as required.

Respondents would be asked a series of pre-determined questions around your brand/product/sector/advert before being shown the advertising material.

Panellists would then be shown the required videos and/or images, and then asked the follow-up set of further pre-determined questions.

Results would be provided in PowerPoint format, including top key findings in the form of an executive summary, a top line report and all data tables and splits.

What do you get?

The Pre and Post Ad Tracker Package comes with the following:

• Circa 20 Question (depending on brand and sector) online survey - the questions are the same each time, the only things that change are the options/brands/’N/A’ options etc.

• 1,000 nationally representative sample size (bespoke audiences can be targeted but sample cost may increase with complexity)

• Data splits of overall, age, gender, region, customer vs. non-customer (if applicable) and aware vs. not aware

• Top key findings reported in PowerPoint

• Full data tables with key variable splits in Excel

By keeping the questions fixed, and the responses to a robust, yet manageable size, we can offer all this for £3,000 (+VAT).

Extra data splits are £115 each, for example, likely to consider brand vs. not likely.

And if you wanted the findings distilled down into an engaging infographic, this would be £500.