Impact measurement measures the success of the communication campaign by comparing people with advertising contact with those without advertising contact. Target values can be different KPIs: brand awareness, product image, the consideration, etc. The study design pursues a single-source approach and, in addition to the target variables to be changed by the advertising, also surveys the contact with the advertising. To determine the advertising effect of the individual channels, models are calculated that show how the number of contacts of the corresponding channel influences the KPIs. Depending on the size of the advertising campaign to be measured, cross-media analyses are also possible.

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Susanne Vontobel

Head of the Eastern & Financial Services Division