Pharma Optimizing Digital Strategy
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The Client A top pharmaceutical manufacturer The Challenge Understand how to leverage online media for maximum impact and ROI: • Which digital media tactics best drove brand impact? • Which types of media indexed highest for their audience segments? The Results We gathered brand response for every digital exposure across the online spectrum help quantify the brand’s most effective and efficient digital media mix. Optimization models helped the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost. Quantifying a Brand’s Most Effective and Efficient Digital Mix Our client—a top pharmaceutical manufacturer struggling to prioritize digital options—needed help to understand how to leverage online media for maximum impact and ROI. While online advertising had proven to be highly effective for information seekers, its use as a brand awareness medium was unclear to our client. They sought to understand: • Which digital media tactics – banners, video, educational and brand web sites, viral marketing, etc.—were best at driving brand impact? • Which types of media indexed highest for their audience segments, defined by demographics, behaviors, and attitudes? Our Solution Symphony Advanced Media technology tracks and gathers brand response for every digital exposure across the online spectrum to produce valid, comparable measures of brand and sales effects. • Isolates each online tactic through experimental design to produce comparable lift metrics • Large sample sizes allow extremely granular analysis, including effectiveness by site and tactic against target audience segments • Optimization models help the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost Results Quantification of the brand’s most effective and efficient digital media mix • Optimization models helped the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost • Isolation of each online tactic through experimental design to produce comparable lift metrics — 18% gain in awareness among target for banners — 22% gain in brand opinion for video — 28% gains in consideration for web site visit • Large sample sizes allowed extremely granular analysis, including effectiveness by site and tactic against target audience segments [email protected] www.symphonyam.com 415-352-4000 OnLIne AdveRTISIng effecTIveneSS Optimizing Digital Strategies and Tactics
Transcript of Pharma Optimizing Digital Strategy
The ClientA top pharmaceutical manufacturer
The ChallengeUnderstand how to leverage online media for maximum impact and ROI:
• Which digital media tactics best drove brand impact?
• Which types of media indexed highest for their audience segments?
The ResultsWe gathered brand response for every digital exposure across the online spectrum help quantify the brand’s most effective and efficient digital media mix. Optimization models helped the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost.
Quantifying a Brand’s Most Effective and Efficient Digital MixOur client—a top pharmaceutical manufacturer struggling to prioritize digital options—needed help to understand how to leverage online media for maximum impact and ROI. While online advertising had proven to be highly effective for information seekers, its use as a brand awareness medium was unclear to our client. They sought to understand:
• Which digital media tactics – banners, video, educational and brand web sites, viral marketing, etc.—were best at driving brand impact?
• Which types of media indexed highest for their audience segments, defined by demographics, behaviors, and attitudes?
Our SolutionSymphony Advanced Media technology tracks and gathers brand response for every digital exposure across the online spectrum to produce valid, comparable measures of brand and sales effects.
• Isolates each online tactic through experimental design to produce comparable lift metrics
• Large sample sizes allow extremely granular analysis, including effectiveness by site and tactic against target audience segments
• Optimization models help the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost
ResultsQuantification of the brand’s most effective and efficient digital media mix
• Optimization models helped the advertiser understand the optimal allocation of the online spend, factoring reach, frequency, effect, and cost
• Isolation of each online tactic through experimental design to produce comparable lift metrics
— 18% gain in awareness among target for banners
— 22% gain in brand opinion for video
— 28% gains in consideration for web site visit
• Large sample sizes allowed extremely granular analysis, including effectiveness by site and tactic against target audience segments
[email protected] www.symphonyam.com
415-352-4000
O n L I n e A d v e R T I S I n g e f f e c T I v e n e S S
Optimizing Digital Strategies and Tactics
Impact to the OrganizationToday, the measurement program is standard in the brand marketer’s toolbox. Both internal teams and external agencies calibrate every dollar by its effect, and track changes over time to keep pace with consumer behavior.
• Program has expanded to include pre-testing and in-flight optimization
• Benchmarking enables the marketing function to set goals and incentives for tactical marketing teams
• Predictability of data-driven metrics gives the organization confidence in its decisions and activities, and defensibility against budgetary pressures
© 2011, Symphony Advanced Media. All product names herein are the properties of their respective owners. 6/11
O n L I n e A d v e R T I S I n g e f f e c T I v e n e S S
Optimizing Digital Strategies and Tactics
Brand Awareness, Purchase Intent, Control v Exposed
What We Can Do For YouIf you need to optimize your digital investments, we can help.
• Immediate visibility into the performance of Web campaigns
• Optimize media allocations and creative messaging
• Use brand metrics lift to compare multiple campaigns over time
• Identify when the campaign is successfully impacting consumer decisions
• determine whether the campaign is achieving objectives
Dashboard reporting:• campaign Impact Lift and norm
• campaign Performance
• Audience exposure
• competitive Share
• creative Performance
www.symphonyam.com
415-352-4000
