Impressions & Clicks are the most popular metrics used to measure online ads/campaigns. The majority of online advertisers blindly rely on these metrics which tell them less than a quarter of the story. Imagine if you could get the whole story powered by the integration of behavioral and "Voice of the Customer" data.

OAR™ provides you the detailed performance of ads/campaigns on many levels: insights that will drive richer consumer engagement and help optimize your campaign in real time and the future, ultimately helping media spend.

The OAR™ Objective::
The main objectives of OAR™ are:

• Evaluate the effectiveness/ROI on a branding & purchase level
• Evaluate the ad on the level of ad recall & brand recall

The OAR™ Research Methodology::
A scientific market research methodology that evaluates campaigns on the basis of exposed (test group) versus not exposed (control group). Evaluation research can be conducted either pre-launch, post-launch (in market) or at both stages.

Our behavioral tracking tags will also determine prior exposures which will evaluate campaigns based on the number of exposures.

The OAR™ Standard Metrics::
To correctly evaluate online campaigns, it is necessary that all campaigns are evaluated using the same research methodology and standardized metrics. At a bare minimum the following metrics should be used for evaluation:

• Target Profile - affinity level, purchase status, demographics
• Brand Impact - brand opinion change lifts, brand image attributes lifts
• Business Impact - purchase intent lifts, brand recommendation lifts
• CRM Impact - relationship level lifts
• Media Impact - past 30 days media exposures (offline & online)
• Ad Impact - aided and unaided ad & brand recall

The OAR™ Performance Insights::
The integration of behavioral and "Voice of the Customer" data truly evaluates online ads/campaigns. Highlighted below are a few insights delivered:

1. Aided and unaided ad & brand recall.
2. Brand health & purchase intent mapped to number of prior exposures.
3. In a multi-ad campaign which creative is performing best.
4. Lifts in brand health and purchase intent.
5. And more...