Diva. Detecting interactively the value of audio

Dirk Soetens and Anny Wuyts

Over seven successive years, 3,100 radio campaigns were studied. The findings and results of each campaign aggregated into the database enable the key factors for a successful radio campaign to be determined, the impact of future campaigns to be predicted (via a model) and the recall factor of radio campaigns in Flanders to be established.

Diva

Detecting Interactively the Value of Audio

Anny WuytsVAR, Belgium

Dirk SoetensVAR, Belgium

DIVA IN GENERAL

An advertiser has various tools to measure the extent to which the objectives of an advertising campaign are achieved: rates of increase in sales, market share of volumes, brand/product recognition. Diva is just one element in that evaluation puzzle.

The Objectives: What does Diva Measure?

  • The ad recall, or the effective reach of the campaign, the number of people who have actually heard the campaign.

  • The product and brand screening before the campaign: the strength of the brand before the campaign, the...

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