What do you consider an effective ad campaign these days? And how do you go about measuring it? Brands face significant challenges in gauging effectiveness in this complicated marketing landscape.
Challenges include:
- Complexity in multi-channel attribution
- Privacy regulations restricting user tracking
- Ad fraud and bot traffic in digital environments
- Widespread use of ad-blocking technologies
- Consumer receptivity in a given platform
Using our proven ad effectiveness solution – ADvance – E-Poll provides clients with cost saving measurement strategies to overcome these challenges and deliver actionable insights for marketing decisions.
Here are just two examples we use that showcase the power of E-Poll ADvance Recruit-to-View methodologies. Contact sales-team@epoll.com for the many ways we can help you.
Case Study #1: Impact of Multi-Platform Advertising in Live Content
The Goal: A global beverage brand wanted to understand how partnering with a network’s special event coverage across multiple platforms would impact the brand’s KPI’s
The Solution: A Control/Test, Recruit-to-View methodology was used with Test Groups exposed to a live televised event plus additional digital content containing ads and integrations. An unexposed Control Group was also surveyed for comparison.
Results: The client was able to show exposure to the sponsorship on live linear TV increased brand recall, favorability and consideration by more than 30% compared to the unexposed Control Group. In addition, the Test Groups exposed to at least 1 digital component saw a significantly higher increase in KPI’s and were twice as likely to engage with the brand at retail, or online (on social media or visiting the website).
Case Study #2: Effectiveness Measurement of Specific Event Across Social Media & Integrations
The Goal: A national retailer used a combination of integrations and social media posts associated with a television movie premiere to drive awareness, favorability, and increased store visitation/purchase intent during the holidays.
The Solution: A Pre/Post Recruit-to-View study was conducted around the movie premiere, targeting specific network/genre viewers pre-identified in the E-Poll panel. Qualified respondents watched a TV movie featuring the brand’s integrated segments. A pre-survey was conducted during recruitment, and a post-survey was administered after the movie aired to measure the lift in KPIs. Half of the respondents were exposed to social media posts related to the movie after viewing.
Results: The client secured future partnerships with the retailer, showing significant increases in awareness, purchase interest, and positive perceptions from pre- to post-viewing. Viewers found the brand well-suited to the content, and those exposed to the social media component were more likely to engage with the brand at retail, online, and through word-of-mouth.
Note: Results are also compared to E-Poll norms for KPIs that are specific to each integrations/and advertising execution.
Why choose E-Poll Market Research?
• Expertise: Conducted thousands of effectiveness studies across 40+ categories.
• Cost & Speed: In-house operations ensure rapid, accurate, and cost-saving results.
• Proprietary Methodology: Tailored and replicable to meet your unique needs.
• Quality Respondents: Access to a dedicated E-Poll Panel with essential identifiers.
• E-Score Access: Thousands of brands, celebrities, franchises, characters, and programs.
E-Score’s platform delivers the “Why” with intelligent design guided by decades of industry expertise in providing the answers you need at your fingertips.
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