Your results will be delivered to you via the Link dashboard. Some information is included below but please visit the guidance document on the dashboard for full details.
There are 3 validated composite measures which predict live ad performance
Impact Score (& Awareness Index for TV) is the one number score which is a validated prediction of impact/success. It is essential for any ad to cut through before it can realise any of the other strengths seen in the ad (e.g. a strong message will only be delivered if the ad is going to cut through).
Short Term Sales Likelihood (STSL) / Short Term Effects Likelihood (STEL) is a summary measure composed of the Impact and Persuasion scores. STSL is for TV ads for FMCG/CPG brands and STEL is for non-TV ads irrespective of category and long term purchase (i.e. cars) or service brands (i.e. financial services) TV ads. This score is weighted to take the life stage of a brand into account (giving more weight to persuasion for new/young brands and more weight to impact for an established brand)
STSL is a predictive metric to assess the probability of the content to boost sales when deployed, solely based on copy quality. Although short term share changes are subject to many influences outside of copy quality, the underlying relationship seen is clear and compelling.
STEL predicts the likelihood of a short-term uplift in brand predisposition. Where the purchase cycle is longer even highly effective advertising may not lead to an immediate short-term uplift. For this reason, we focus on whether advertising creates a positive impact on predisposition.
Power Contribution/Power Indicator is a summary metric that is specifically validated to an increase in Brand Equity. It is a composite of the Meaningful, Different and Salient (Awareness Index/Impact) scores.
Along the bottom, there are three groups of measures
Engagement: Is my ad engaging and linked to the brand?
Successful advertising must attract people’s attention and be engaging and memorable. Advertising which does not attract people’s attention will be missed entirely. Having attracted the attention, creativity is central to advertising success – the most memorable ads are enjoyable and emotionally engaging – but creativity is not an end unto itself, the engaging elements of the ad must be strongly linked to the brand.
Engagement measures differ by media
- TV lead measures: Branding, enjoyment, involvement and expressiveness
- Digital lead measures: Branding, enjoyment, involvement and stopping power (behavioural measures included where relevant)
- Static lead measures: Branding, Stopping power, involvement and interest
Brand Predisposition: Is my ad helping in building my brand equity and/or encouraging purchase?
Persuasion measures the increase in short-term purchase intention brought about by the ad – Depending on the objectives of the ad/campaign the focus may be on different measures within. For new product launches, for example, you would expect and want the ad to be persuasive. It is however often the case that brands don’t have news as they are established brands in the market. In these instances, it will be less important to measure persuasion and more important to focus on impact (engagement measures) as a measure of short term response.
Strong advertising will build predisposition for the brand in both the short and the long term. Most ads do not pay for themselves in the short-term.
Brands which are meaningful, different can command a greater market share, are more likely to grow and can justify charging a premium. Therefore meaningful/different measures are focused more on the long term potential of the ad.
Brand Associations: Did my ad communicate the intended message?
Advertising should build associations for the brand in line with the desired brand strategy.