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An advertiser recently ran a month-long campaign on a new media platform. This campaign targeted customers who had purchased from the advertiser in the past year. Of the 10 million customers targeted, 3 million were reached. The average frequency for the campaign was three impressions over the month. The advertiser spent $100,000 on this media buy.
After the campaign, an analyst from the media platform noticed that customers who received six or more impressions were twice as likely to purchase than those who received three or fewer impressions. To increase the number of users who receive six or more impressions, the analyst recommends that the advertiser double their spend. The goal is to increase the frequency from three to six in order to drive a significant increase in incremental return on ad spend.
What primary concern should the advertiser's in-house measurement team have about this conclusion?
A snack retailer runs an eight-week video campaign with attributed sales. The campaign targets snack lovers, gamers, and millennials. The test results are as follows:
What should the company test using experimental design to improve efficiency in number of exposures?
A charity organization is in the process of allocating advertising budget to cross-publisher video campaigns. In order to assess which platform is generating the highest return or aci spend, it reviews results in Facebook Attribution, using an even-credit model for cross-publisher campaigns arc the data-driven attribution model for its Facebook campaigns.
In addition to this, the charity ran a multi-cell Brand Lift test to test different creative messaging with a custom audience based on website visitors who did NOT sign up to donate or receive regular emails.
Which two KPIs should be used to provide meaningful insights? (Choose 2)
A start-up ecommerce brand that sells pet products wants to test campaign structure. It would like to determine if it should have separate ad sets targeting different pet interest groups or consolidate all interest groups into one ad set.
The brand sets up a multi-cell Conversion Lift test for one month. At the end of the test, no results are available to review, due to insufficient statistical power.
Which two approaches should the analyst recommend? (Choose 2)
A beverage brand plans to launch a World Cup campaign to generate awareness across digital, TV and print. It recently ran a marketing mix model to determine the performance of this campaign. The analysis proved that the campaign resulted in a lift in sales. Due to the high cost of World Cup ads, the ROI was $0.15, which is below their historical norms for campaigns.
How should the analysis help contextualize the results?
