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Media visibility (SOS and SOV) influences brand KPIs and usage.
Ad Power is an add-on to our Dynamic Brand Tracker – a composite indicator showing the consumer propensity to use a particular brand in the category, measuring the power of ads from a media point of view. In addition, ad Power communicates the share of mind each brand has in the class relative to all other brands included in the study.
Ad Power correlates at significant levels with market shares, thus reflecting potential evolution of the business results. It allows you to observe the progress in Ad Power & its components and spot opportunities within target audiences:
Where can we get new customers (or lose current customers)? which competitors grow and are stealing shares from us?Clear identification of the target groups & regions requiring focus of media to enable brand growth;Being measured monthly, we can capture the impact of media through to sales via this metric;It can then help us calculate the elasticity media expenditures have on sales.Advertising awareness;Consideration;Usage;SOS/SOV.We already track data from many categories: retail, cheese, coffee, finance, fuel, sweets, toothpaste, makeup, telecom, fashion & beauty e-commerce, pharma, electronics, detergents, hair care, and personal care.
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