Ad awareness and purchase intent remain popular for evaluating advertising effectiveness, but respondent-stated measures are often unreliable.
Researchers at Twitter and AMS developed an approach, first presented at CRC 2016, that overcomes these problems using conjoint analysis. The team will present findings from a new study showing how advertising impressions delivered through Twitter increase brand value.
- Choice-based methods can provide a better way to measure ad effectiveness
- Combining survey data with digital behavioral data can produce unique insights
- Exposure to advertising on Twitter leads to customers’ increased willingness to pay