Ad Impact

Ad Impact is the NOVERNA solution to measuring and evaluating the success of Communication Campaigns of any type, relating to brand and corporate awareness and image, products and services, sponsorships, loyalty programs, corporate social responsibility and human resource activities.  

The solution seamlessly integrates quantitative survey methods and analytics with digital social listening analysis where and when applicable. Being truly flexible, Ad Impact allows for new attributes to be included and modified, in line with brand strategic changes, from the outset or over time.

The model derives a clear and concise measurement of Impact of the campaign at two levels, with clear-cut diagnostics: 

  • Recall Level – focusing on reach of the campaign, recall aspects, its unique differentiation in the cluttered media and digital world and the return on investment drilled down to the individual channel level
  • Creative Level – focusing on 5 individual index areas: Likeability, Persuasion, Core Message Communication, Emotional connection and Creative Execution

Definitively, survey and digital data is plotted against a time matrix, wherein the campaign success is investigated in terms of its

  • Short-Term Impact on consumer awareness and incitement to action
  • Latent Impact that has a long-lasting Impact on the brand

Ad Impact is highly distinguished, taking analytics to a strategic level:

  • Identifying and measuring both the short-term impact of campaigns and communication activity, as well as their long-lasting impact over time
  • Discerning campaign performance success and improvement areas to enhance overall creative work for future campaigns and communication strategy
  • Evaluating campaign performance against the stated internal objectives and the brand investment 

Ad Impact