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Ad Tracking
from: IM FactsTest! Test! Test! Every internet marketing guru will agree on one thing -- the importance of testing.
"Ad tracking" is a streamlined process that is used in-market research to monitor performance of a brand. Ad tracking is the term coined for post-testing or tracking of ad effectiveness.
Brand performance covers areas like advertising awareness, product demonstration and product usage. Brand performance studies the attitude of customers towards the brand in contrast with that of a competing brand.
Depending upon the frequency and pace of the purchase cycle, tracking of the product can be done continuously like conducting a some interviews on weekly basis or it can be done intermittently with interviews being conducted in widely spaced periods like three months or six months.
Researchers are equipped with information such as launch date and time of the ad, the length of each advertising flight, how much money is spent on the ad-campaign, when and where the interviews are conducted.
The outcomes of this research provide an accurate and clear picture of the marketplace, the effects on the market by the marketing messages, and decisions of the advertiser.
Why Ad Tracking Is Done?
Ad tracking exercises are generally done to provide a measure of the aggregate effect of the media weight and ad expenditure on the success of a brand amongst consumers.
It also aims to estimate the effectiveness of the media buy and the quality of the advertising executions and the creativity of the designers.
Some recent forms of online ad-tracking have drawn a line between the quality issues of the creative part from that of the media. The idea is to focus on the performance of ads as compared to the competitive ads aired by others at the same time.
However, all the data related to ad tracking is used as an input to the Marketing Mix Models that are specially built by marketing science statisticians to estimate advertising return on investment (ROI).
The Method
Ad tracking studies can be conducted through number of media. These can be done either by calling people up or by using the Internet.
Both the mediums have their own base of advertising awareness because the methods aim to tap into consumer memories differently.
While an Internet interview provides visuals, a telephonic survey lacks that feature. It is very difficult to provide verbal description to the consumers; therefore telephonic ad-tracking is not as successful as the internet ad-tracking.
Bottom line, ad-tracking is an effective and efficient way to minimize advertising cost and target the consumers with a product and services with which they have good rapport. Providing a product or service that fills a consumer's need is win-win.
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