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Case study: Google Marketing UK

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Industry

Technology

Challenge

Traditional campaign measurement couldn't connect brand impact to actual media exposure across fragmented AV and outdoor channels. What was needed was a single-source, person-level panel that passively tracked cross-channel reach and frequency, linking exposure directly to brand perception shifts — all designed and executed in the midst of the COVID-19 pandemic.

Results

Awarded Best Research Innovation at the 2021 MRG Awards, the Google SuperPanel set a new gold standard for cross-channel campaign measurement — connecting brand perception shifts to real media exposure and shaping how major brand campaigns are evaluated today.

Key Product

BRANDBEAT, REACHBEAT, FOOTFALLBEAT

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A true single-source cross-platform TV measurement solution that allowed us to understand the impact of TV ads at a granular level that we had never seen before. The person-based measurement and ad effectiveness data allow us to evaluate the impact and true value of our TV campaigns (large and small).

Evros Agamemnonos

Head of AV Measurement, EMEA (Media Futures Group @ WPP Media)

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About Google

Google is a global technology leader whose products — from Search and YouTube to Android and Google Ads — connect billions of people every day. Through its advertising suite, Google empowers brands and agencies to reach audiences at scale across every screen and channel, while continuously investing in privacy-first, data-driven measurement and planning innovations that reveal true cross-media impact.

Pushing The Boundaries Of Cross-Channel Passive Campaign Measurement

With the application of Audio Content Recognition Technology (ACR Technology) and geo-location software, we can now passively track exposure at a respondent level across all AV and outdoor channels.

For almost 5 years Beatgrid, OMD UK, and Google have been leaders in this space, with opt-in MRS compliant ACR technology and geo-location passive tracking being used across all major brand campaigns.

Despite being in the midst of the Covid Pandemic, we evolved and stretched the boundaries of our passive campaign tracking in early-2020, giving birth to the Google SuperPanel – which was awarded Best Research Innovation at 2021 Media Research Group (MRG) Awards.

 

We Had Ambitious Measurement Objectives For This Study, Centred Around:

  • Creating a single-source panel for holistic brand KPI tracking, which encompasses passive cross-channel campaign measurement, helping us connect shifts in brand perception to media.
  • Measuring cross-media and cross-channel reach & frequency and evaluating this against planning tool estimates.
  • Building a methodology that allows for pre-campaign brand predisposition, allowing us to incorporate the difference-in-differences technique into our campaign tracker study results.
  • Being able to gauge brand decay rates on core KPIs, with the aim of influencing future flighting.

With a custom-made Dynata panel, over 7.5k respondents downloaded Beatgrid’s passive-ACR meter app (Media Rewards). Ultimately allowing us to connect survey responses to media exposure, helping us build more accurate Exposed and Control test groups to evaluate the performance of our offline campaigns.

This unique and innovative approach for campaign measurement has now become the gold standard and is helping us build measurement frameworks grounded in the use and application of both passive and survey data.