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Ad-to-Store Effect | Technology | eye square
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Slide FROM AD CONTACT TO SHOPPING CART FROM AD CONTACT TO SHOPPING CART

Ad-to-Store Effect

 

A core question of advertising effectiveness research is the influence of advertising on the consumer purchasing behavior. Often, this research relies on simple survey data.

 

However, rather than relying solely on questionnaires and KPIs, eye square’s Ad-to-Store Effect allows the advertising effect to be directly visible in the online shop. By collecting extensive behavioral data, this tool enables a much more realistic assessment of advertising effect on sales.

Ad-to-Store Effect explained

The Ad Effectiveness Test with eye square’s Live Receptivity Platform provides an experimental playground to test different ads on different media channels and platforms. Additional to the classic effectiveness KPIs, such as recall brand interest and relevant set, the test kit deploys a real shopping situation on Amazon where customers can search for and buy a product while behavioral metrics are recorded, before answering a short questionnaire.

Slide 1. AD EXPOSURE
LIVE IN CONTEXT
3. QUESTIONNAIRE 2. SHOPPING ON AMAZON Scaled measurement of ad recall,
brand image, relevant set, first choice
In Context Ad Platform
guarantees ad contact within
the live context
Participants are asked to buy
products from ad related
product categories on Amazon

Ad-to-Store Effect explained

The Ad Effectiveness Test with eye square’s Live Receptivity Platform provides an experimental playground to test different ads on different media channels and platforms. Additional to the classic effectiveness KPIs, such as recall brand interest and relevant set, the test kit deploys a real shopping situation on Amazon where customers can search for and buy a product while behavioral metrics are recorded, before answering a short questionnaire.

Slide 3. QUESTIONNAIRE Scaled measurement of ad recall,
brand image, relevant set, first choice
1. AD EXPOSURE
LIVE IN CONTEXT
In Context Ad Platform
guarantees ad contact within
the live context
Participants are asked to buy
products from ad related
product categories on Amazon
2. SHOPPING ON AMAZON

Slide METRIC 3:
PURCHASE (ADD TO CART)
23% of the users added the product to their cart. BEHAVORIAL SHOPPING METRICS Users viewed the product in the SRP for 5.2 sec. 34 % of the users looked at the product detail page. METRIC 2:
CONSIDERATION (VISIT PRODUCT DETAIL PAGE)
The behavioral shopping metrics illustrate a shopping funnel that includes all the important steps of a customer journey in an online shop. This data shows ad effects on buying behavior much more sensitively and can predict real shopping behavior better than questionnaire data. METRIC 1:
AWARENESS (PRODUCT IN VIEW)

Slide METRIC 1:
AWARENESS (PRODUCT IN VIEW)
METRIC 2:
CONSIDERATION (VISIT PRODUCT DETAIL PAGE)
METRIC 3:
PURCHASE (ADD TO CART)
23% of the users added the product to their cart. Users viewed the product in the SRP for 5.2 sec. 34 % of the users looked at the product detail page. BEHAVIORAL SHOPPING METRICS The behavioral shopping metrics illustrate a shopping funnel that includes all the important steps of a customer journey in an online shop. This data shows ad effects on buying behavior much more sensitively and can predict real shopping behavior better than questionnaire data.

Case Study – Nike Campaign

Find out why this Nike campaign works better on Youtube than on Instagram: While the humorous Nike video ad about a runner’s high is successful on Youtube, it shows some weaknesses on Instagram. A clear result pattern for the ad effect on purchase behavior can be shown much better with the behavioral data from the shopping tasks.

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You need more information?

Would you like to test your new product design quickly and easily online and alongside your competitors? Then find out more about our eCommerce A/B Test here.

Do you want to learn how product and ad tests in popular media contexts like Amazon, Instagram and YouTube look like? Then check out our In Context Technology.

Would you like to test your new product design quickly and easily online and alongside your competitors? Then find out more about our eCommerce A/B Test here.

Do you want to learn how product and ad tests in popular media contexts like Amazon, Instagram and YouTube look like? Then check out our In Context Technology.

For your personal proposal, contact us

Whatever your needs may be, we can offer you insights through a variety of automated study solutions. We can also prepare a bespoke proposal tailored to fit you.

e2_Stefan1

Stefan Schönherr

Unit Lead Brand & Media Experience

 

Telephone +49 30 698144-16
Fax +49 30 698144-10
schoenherr@eye-square.com

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