When Does Advanced Measurement Make Sense?

Here at Coegi, measurement is at the center of everything we do. We listen to our clients’ challenges, objectives, and aspirations to understand what success looks like and build a media measurement framework that can help us better understand how we are progressing toward achieving those goals. Sometimes this is as simple as defining KPIs and optimization points based on media metrics; however, there are some instances where media metrics alone won’t be able to answer the brand’s questions. In these instances, it may be necessary to consider other advanced measurement strategies. 

When Should You Consider Advanced Measurement?

If your client’s goals are not able to be answered by traditional media metrics, then it is important to consider advanced measurement opportunities. Some examples of these questions include:

  • Did my brand have an increase in unaided brand awareness?
  • Did my retail locations gain incremental visits from the campaign?
  • Has my brand had an increase in market share as a result of the media running?

In these situations, reporting back on metrics such as reach and frequency, cost per click, and video completion rate won’t offer the business intel the client is looking for. 

Are There Barriers to Entry with Advanced Measurement?

It’s important to consider campaign budgets when deciding whether advanced measurement studies are the best solution. Each measurement partner has a unique pricing structure that may at times be cost prohibitive. Additionally, some measurement partners require impression volume or retail location minimums in order to run the study and ensure feasibility or statistical significance. Advanced measurement studies also tend to take several weeks to get up and running, which may cause concerns when there is a timeliness factor to the campaign. It’s important to set expectations and plan early when advanced measurement is likely to come into play. Finally, it’s important to identify which channels you are wanting to analyze, and keep in mind that walled gardens like Facebook and Google will require different solutions than other programmatic DSPs that allow for cross-channel measurement.

What Kinds of Advanced Measurement Studies are Common?

When selecting advanced measurement studies, it is important to once again think back to the client’s desired business outcomes. For those who are looking to understand growth in higher level outcomes such as awareness and consideration, a brand lift study likely makes the most sense. When wanting to understand incremental store visitation for large scale retail brands, a foot traffic study can help reinforce directional success. If sales and understanding of growth to the company’s bottom line are critical, then a sales lift study will likely be identified as a solution. 

When strategizing media campaigns, it’s important to measure what matters to your client. In situations where front-facing media metrics aren’t enough, it’s important to weigh your options to understand your campaign impact on meaningful business outcomes.If you are interested in running a campaign with advanced measurement solutions, reach out to your partners at Coegi.

Recommended Reading: 5 Steps to Successful Marketing Measurement

What Makes Coegi a Great Place to Work

The coronavirus pandemic permanently altered the workforce and workplace. Many people lost their jobs or suddenly had double the workload to complete during the same 40-hour workweek. There is an entire niche of TikTok where users share their frustrations working in corporate America during the pandemic. In previous roles, I have seen some of my hardest working coworkers become burned out due to the company culture and lack of support from leadership, leading to high turnover. I can definitively say that the experience at Coegi is a refreshing change from that high-stress environment.

Coegi came into my life during a time when my anxiety levels were at an all-time high. From the first interaction, I could tell that this company was different. I had three levels of interviews and I could tell the employees genuinely enjoyed their work. The last interview was with Sean Cotton, founder and president of the company, who took the time to get to know me and explain Coegi’s culture and mission.

When I started with Coegi, I spent the first two weeks learning all about the company. Through various training modules, I learned about its employees, social media, programmatic media, and how everything works together. I was given ample hands-on training to help fill my gaps in professional knowledge in order to be able to do my job better and be set up for success at the onset.

The first part of Coegi’s manifesto states: “We believe in the household names, and the ones who are on their way. The ones grinding, defining and refining their worlds. The ones who know that growth requires purposeful innovation, strategic activation, and a media team they can believe in.” Every single employee believes and lives this out daily. Everyone who works at Coegi genuinely loves what they do and make it a priority to be on the cutting edge of social and programmatic advertising. We are encouraged and supported to be certified in platforms like Facebook, The Trade Desk, and Google Analytics to grow our careers and better serve our clients.

Coegi and its leadership understand that its employees are the company’s heart and soul. Beyond creating a positive work environment, there are many initiatives to improve employee morale that even the leaders participate in. These include a biweekly book club, cross-departmental mentoring program, weekly company-wide training with lunch provided, legitimately fun company outings, summer Fridays, yearly company retreats, and more. Many companies required employees to be fully in-office as soon as it was allowed, causing people to search for jobs that would allow them to continue to work from home. Coegi hits a happy medium by providing the flexibility to both work remotely and come to the office for collaboration.

There are many reasons why Coegi is a great place to work, but the bottom line is that the leadership team supports and trusts its employees. If you’re a marketer looking for a place to work, come join our team! If you’re an organization that is looking for an agency – please contact us! We will go above and beyond to deliver meaningful results while meeting all your digital needs.

Connected TV: A New Frontier for Targeted Healthcare Marketing

In the ever-evolving world of digital advertising, marketers are constantly looking for the next opportunity and channel. Connected TV, in particular, is quickly gaining traction with a 49.5% increase in ad spend from 2020 to 2021. Here are a few reasons why:

  • Incremental reach
  • Segmentation & targeting
  • Positive consumer experience
  • Cost efficiency
  • High consumer engagement
  • Proven ROI & measurable outcomes 

Large entertainment and retail brands have been quick to implement CTV into their marketing plans. However, the pharmaceutical and healthcare sectors have been slower to adopt. This leaves a huge opportunity for brands to pave the way in an unsaturated and underutilized space. 

Reach Niche Healthcare Segments

Traditionally, linear TV has been a core method used to reach broad healthcare audiences, often with a “spray and pray” approach. By using 3rd-party data partners, such as PulsePoint, advertisers can identify highly specific and reliable healthcare patient and provider audiences while maintaining HIPAA compliance. One to one consumer matching is overlaid on top of CTV buys driving campaigns directly to the core audience. For niche consumer demographics, this audience-first approach reaches high-value, addressable segments without overspending on mass media buys.  The content relevancy then enhances the user experience by serving relevant content in an engaging, large screen format.

Build Incremental Reach Across Media Channels

High quality, long-form video content is the memorable media needed to engage pharmaceutical audiences. However, consumers are fragmented across various screens and platforms. Programmatic CTV allows health and pharma brands to reach audiences across channels, staying top of mind and driving incremental reach. CTV bundled with linear TV and other digital programmatic buys work together to reach unique audiences as well as meet consumers across channels in a non-invasive way. Cross-channel integration platforms, such as The Trade Desk, can ensure you are reaching the right audience with the appropriate frequency, avoiding any siloes or ad fatigue. 

Drive Health-Focused Outcomes with Measurable Results 

At Coegi, data is the core of what we do. CTV brings that data-driven aspect to the former wild, wild west of television advertising. One of our subject matter experts in the healthcare and pharma space, Colin Duft, stated, “CTV is an untapped space eliminating barriers from a cost to market perspective. TV is now an accessible market for pharmaceutical players.”  With CTV measurement capabilities, advertisers can now validate this channel and pull detailed insights on campaign impacts. There is a greater ability to connect TV campaign results to business goals and outcomes. 

HIPAA Compliant Targeting & Consumer Trust

Healthcare advertisers are often deterred by privacy laws and concerns when it comes to targeting individuals or sensitive patient sectors. However, consumers are becoming more open and are even expecting personalization from brands. A recent study showed that after direct mail, TV and radio ads are the most highly trusted media formats for advertising.  A TV ad for a specific health condition can feel less invasive, yet still applicable and relevant.  With third-party data partners, personal information can be de-identified and used for HIPAA compliant targeting. As an additional resource, the NAI provides this guide to help determine whether targeting efforts or data segments are considered sensitive.

Implications for Healthcare Brands

  • The time is now for CTV 
    • This is an opportune time for health-focused brands to capitalize on the CTV space. Users are cutting the cord, building an increasing demographic of users that can only be reached through streaming TV.
  • Precision buying optimizes TV ad budgets
    • Bulk linear buys can be replaced with efficiently targeted ad placements.
  • Measurable results empower brands
    • Advanced demographic information and data can be gathered from CTV ads to optimize campaigns, creatives, and audience sectors giving brands actionable insights.

View our full guide for digital healthcare marketing here to learn more.

Brand vs Performance Marketing – Blurring the Lines

The coronavirus pandemic permanently altered the workforce and workplace. Many people lost their jobs or suddenly had double the workload to complete during the same 40-hour workweek. There is an entire niche of TikTok where users share their frustrations working in corporate America during the pandemic. In previous roles, I have seen some of my hardest working coworkers become burned out due to the company culture and lack of support from leadership, leading to high turnover. I can definitively say that the experience at Coegi is a refreshing change from that high-stress environment.

Coegi came into my life during a time when my anxiety levels were at an all-time high. From the first interaction, I could tell that this company was different. I had three levels of interviews and I could tell the employees genuinely enjoyed their work. The last interview was with Sean Cotton, founder and president of the company, who took the time to get to know me and explain Coegi’s culture and mission.

When I started with Coegi, I spent the first two weeks learning all about the company. Through various training modules, I learned about its employees, social media, programmatic media, and how everything works together. I was given ample hands-on training to help fill my gaps in professional knowledge in order to be able to do my job better and be set up for success at the onset.

The first part of Coegi’s manifesto states: “We believe in the household names, and the ones who are on their way. The ones grinding, defining and refining their worlds. The ones who know that growth requires purposeful innovation, strategic activation, and a media team they can believe in.” Every single employee believes and lives this out daily. Everyone who works at Coegi genuinely loves what they do and make it a priority to be on the cutting edge of social and programmatic advertising. We are encouraged and supported to be certified in platforms like Facebook, The Trade Desk, and Google Analytics to grow our careers and better serve our clients.

Coegi and its leadership understand that its employees are the company’s heart and soul. Beyond creating a positive work environment, there are many initiatives to improve employee morale that even the leaders participate in. These include a biweekly book club, cross-departmental mentoring program, weekly company-wide training with lunch provided, legitimately fun company outings, summer Fridays, yearly company retreats, and more. Many companies required employees to be fully in-office as soon as it was allowed, causing people to search for jobs that would allow them to continue to work from home. Coegi hits a happy medium by providing the flexibility to both work remotely and come to the office for collaboration.

There are many reasons why Coegi is a great place to work, but the bottom line is that the leadership team supports and trusts its employees. If you’re a marketer looking for a place to work, come join our team! If you’re an organization that is looking for an agency – please contact us! We will go above and beyond to deliver meaningful results while meeting all your digital needs.

Defining Brand vs Performance Marketing

What is the difference between brand and performance marketing? A Forbes article deftly explains, “Brand marketing encourages customers to raise their hands. Performance marketing makes it as easy as possible for a customer to get your product into their hand after they raise it.” Branded campaigns are structured to build brand affinity, recall, values, loyalty, and other emotion-based results. Performance marketing, conversely, is all about the numbers. Finding ways to build efficiencies and grow total results. These measurement-focused campaigns are built to drive conversions, leads, purchases, and purposeful clicks, while lowering the cost per action based on channel, audience, and creative learnings.

How To Hold Brand Campaigns Accountable

Marketers that have historically leaned on traditional channels are shifting to digital platforms to have a more targeted approach. However, brand campaign dollars are generally not held to the same accountability as performance dollars. Yet, there is an increasing demand from CFOs and CEOs for those quantifiable results and clear ROI.

A marketer’s job is to showcase the value of upper funnel marketing on long and short term business results. For example, a McKinsey study reported, “With a clearer understanding of consumer preferences and behavior at the early stages of their buying journey, companies report marketing efficiency gains of up to 30% and incremental top-line growth of up to 10% without increasing the marketing budget.”

Measuring Branding Campaign Results

How can you start to measure brand campaigns? Identify business objectives towards awareness that indicate a positive sentiment towards or engagement with your product. Ask the right questions, determine the right methodology, and understand what actions are truly driving interest in your brand.

Taking Full-Funnel Full-Circle

MarketingProfs article explained this by saying, “brand-driven insight is your truth—the WHY behind all that you do. The performance marketing is your plan put into action—the HOW and WHAT of manifesting that truth.” By understanding this full customer journey, brands can make audiences feel understood. This is accomplished through using data-driven insights to build meaningful messaging on the channels where they are most present and receptive. Ultimately, this builds trust while optimizing budgets simply by being relevant to your core audience. This sets the stage for lower funnel campaigns and creates a more seamless path to conversion.

Coegi built a full-funnel marketing campaign to increase emotional brand connection and drive product trials for  a CPG client. We executed a performance branding study on Facebook to evaluate brand lift and conversion lift for key website events. This blended approach allowed for valuable insights into multiple stages of the consumer journey, from awareness to purchase intent. The results surpassed various CPG benchmarks and highlighted the importance of creating synergies between creative execution and operational strategy. It also placed more accountability on the incrementality of our branding efforts.

Key Takeaways

  • Treat all marketing campaigns as performance-based
  • Hold brand campaigns accountable with custom measurement frameworks that inform business outcomes
  • Pull insights from bottom funnel campaigns to inform top funnel campaigns (and vice versa)

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