The content marketing dilemma
Campaign Effectiveness testing in advertising is a staple research offering for many media platforms. Whilst the rise of digital advertising has produced an array of new metrics by which to judge success impressions, click throughs, dwell times, and completion rates, among others - there remains a need to understand the impact of an advertising campaign beyond its mere reach. What occurred in the mind of the consumer?
Advertisers often expect the media platform to answer this question, and so campaign effectiveness research attempts to service this need using a variety of research...