BuzzFeed drives significant incremental growth
in brand KPIs with cross-platform content
- Brand favorability: Do respondents view the brand positively?
- Consideration intent: How likely are respondents to consider purchasing the brand?
- Key message endorsement:
Does the key message of the ad resonate with consumers?
To further contextualize the results, we then asked viewers specific ad evaluation questions and compared results to our extensive benchmark database. These are the creative diagnostics we used to draw conclusions on the effectiveness of the ad: Relevance, unaided brand recall, brand interest and purchase intent.
Here is what the study results found:
Exposure to the campaign content boosted unaided awareness of the brand by 24 points. After seeing the ad, the brand became more top of mind for viewers.
Association of the brand with key messaging also improved with exposure. The ad helped viewers associate the specific message in the creative to the client brand, rather than its competitors.
Viewers found the content to be memorable and relevant.
The custom video and pre-roll even generated purchase intent for the brand.
What BuzzFeed told us
These findings enable BuzzFeed to better serve advertisers and generate more revenue because they have proof that showing client advertising along with custom content on their platforms can drive greater movement in brand KPIs.
“MetrixLab’s custom methodology has allowed us to measure brand impact for our advertisers across social platforms without having to sacrifice context,”
“This study helps us prove the incremental impact of running turnkey media such as Twitter pre-roll in conjunction with custom formats to increase campaign efficacy. MetrixLab’s creative expertise provides an added layer of understanding how BuzzFeed’s content performs relative to benchmarks and supports growth in KPIs.”
Shari Sternbach, Senior Manager of Ad Effectiveness at BuzzFeed.