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?

1. 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
The Client Quantifying a Brand’s Most Effective
A top pharmaceutical manufacturer
and Efficient Digital Mix
The Challenge
Our client—a top pharmaceutical manufacturer struggling to prioritize digital options—needed
Understand how to leverage online help to understand how to leverage online media for maximum impact and ROI. While online
media for maximum impact and advertising had proven to be highly effective for information seekers, its use as a brand
ROI: awareness medium was unclear to our client. They sought to understand:
• Which digital media tactics best • Which digital media tactics – banners, video, educational and brand web sites, viral
drove brand impact? marketing, etc.—were best at driving brand impact?
• Which types of media indexed • Which types of media indexed highest for their audience segments, defined by
highest for their audience demographics, behaviors, and attitudes?
segments?
Our Solution
The Results
Symphony Advanced Media technology tracks and gathers brand response for every digital
We gathered brand response exposure across the online spectrum to produce valid, comparable measures of brand and
for every digital exposure across sales effects.
the online spectrum help quantify
the brand’s most effective and • Isolates each online tactic through experimental design to produce comparable lift metrics
efficient digital media mix. • Large sample sizes allow extremely granular analysis, including effectiveness by site and
Optimization models helped the tactic against target audience segments
advertiser understand the optimal
• Optimization models help the advertiser understand the optimal allocation of the online
allocation of the online spend,
spend, factoring reach, frequency, effect, and cost
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
info@symphonyam.com
www.symphonyam.com
415-352-4000

2. OnLIne AdveRTISIng effecTIveneSS
Optimizing Digital Strategies
and Tactics
Impact to the Organization What We Can Do
Today, the measurement program is standard in the brand marketer’s toolbox. Both internal For You
teams and external agencies calibrate every dollar by its effect, and track changes over time If you need to optimize your digital
to keep pace with consumer behavior. investments, we can help.
• Program has expanded to include pre-testing and in-flight optimization • Immediate visibility into the
• Benchmarking enables the marketing function to set goals and incentives for tactical performance of Web campaigns
marketing teams • Optimize media allocations and
• Predictability of data-driven metrics gives the organization confidence in its decisions creative messaging
and activities, and defensibility against budgetary pressures • 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
Brand Awareness, Purchase Intent, Control v Exposed
info@symphonyam.com
www.symphonyam.com
415-352-4000
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