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Campaign tracking

Campaign tracking is research that monitors the impact of an advertising campaign after consumer exposure in market. The purpose of campaign tracking is to measure the effect of the media weight and buy, and the quality of the creative executions. Advertisers use the results of campaign tracking to evaluate effectiveness against objectives and refine advertising plans. Typical metrics include brand and advertising awareness, purchase intent, recall and recognition, product trial and usage, and attitudes to the brand versus competition.

Key Reading

Important papers from across the Warc database

This article explains how experimental methodology can be used in ad testing as a way of overcoming the limitations of conventional tracking tools. It argues that the standard testing methods currently in wide usage are imprecise, and uses case study examples including Evian's 'baby&me' campaign.
Les Binet and Peter Field show which measurement approaches promote effectiveness most strongly.
Robert Heath and Paul Feldwick on why traditional models for TV ad tracking do not work.
How Coca-Cola tracked the effectiveness of its sponsorship of the 2014 FIFA World Cup in Brazil.

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