OTT 和一杯乔
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- OTT ad platform
- DISQO’s Ad Measurement solution
技术栈
- Survey-based research
- Behavior-based research
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用行业
- 零售
- 食品与饮料
适用功能
- 销售与市场营销
服务
- 数据科学服务
关于客户
本案例研究中的客户是一家全球咖啡零售商。该品牌家喻户晓，知名度接近 100%，是市场上的知名品牌。尽管品牌知名度很高，但该公司在展示其广告价值方面仍面临挑战，尤其是在 OTT 平台上。该公司希望衡量其广告活动对各种态度和行为 KPI 的影响，最终目标是推动销售和投资回报。
挑战
一家全球咖啡零售商尽管拥有近 100% 的品牌知名度，但仍在努力证明其广告的价值。挑战在于证明其广告活动在顶级流媒体平台上的有效性，尤其是在众所周知难以衡量的 Over-The-Top (OTT) 媒体上。该活动旨在实现各种态度和行为关键绩效指标 (KPI) 的目标，包括广告知名度、消息关联、品牌好感度、积极的品牌认知、购买可能性、零售商网站访问量、竞争对手网站访问量、类别网站访问量、品牌搜索活动、竞争性搜索活动和类别搜索活动。流媒体平台和咖啡零售商需要一个中立的测量合作伙伴，该合作伙伴可以在该活动中部署基于调查和行为的研究，以提供对客户最关心的指标影响的完整视图。
解决方案
该流媒体平台选择了 DISQO 的广告衡量解决方案来测试广告活动的有效性。DISQO 分析了其专有选择加入受众群体的样本，这些用户在过去 30 天内在联网电视设备上确认了广告。这些用户被分为对照组和暴露组样本，并对两组进行态度反馈调查。此外，DISQO 跟踪了对照组和暴露组人员采取的行动，以了解搜索、网站访问和购物等行为的提升。这有助于平台回答关键问题，即受众是否在寻找咖啡品牌，在购物时是否积极考虑该品牌，以及咖啡品牌是否赢得了购买。
运营影响
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