Use Cases: Insights, Brand lift
Background
Outbrain is the world’s discovery feed technology for the open web supported by the only end-to-end native advertising stack for publishers and advertisers. Outbrain makes the discovery of content, products, and services possible. A third of the world’s internet-connected population explores and discovers information through their feed technology, which is trusted by emerging to established brands and integrated into thousands of media companies’ tech stacks to manage and monetize their publishing operations. Advertisers leverage Outbrain’s in-feed native placements and proprietary interest-targeting capabilities to build brand awareness, drive performance and ROAS outside of the walled gardens.
Outbrain runs brand lift research to demonstrate to its clients the effectiveness of their campaigns.
Before using Opinion Stage, brand lift was measured using surveys and paid panelists. Outbrain sought a more efficient and cost-effective solution within their feed to demonstrate campaign success with Outbrain. Outbrain selected Opinion Stage Personality Quizzes to achieve that goal.
Details of usage
A Personality Quiz is shown to consumers exposed to the Outbrain campaign. The same quiz is also shown to a control group so that the effect of the campaign can be measured.
The Personality Quiz includes questions addressing key performance indicators such as brand recall, consideration, and brand attributes to illustrate brand lift as a result of the Outbrain campaign, as well as engaging questions that encourage users to participate and complete the quiz.
The advantage of using Opinion Stage Personality Quizzes compared to other survey solutions is that you can uncover insights with a more engaging format – users participate in the quiz to discover something about themselves and the campaign assessment is more subtle and secondary. The quizzes are also fun, short and have higher participation and completion rates.
Outbrain has used Opinion Stage based studies across the US, France, Germany, Japan, Australia, New Zealand, Singapore, Israel, the United Arab Emirates, and Saudi Arabia.
Outbrain partners with Nielsen on the quiz content and for data processing and reporting for third party result verification.
Following is an example of a personality quiz that was used for a large food delivery brand campaign:
Results
Using Opinion Stage, Outbrain runs high quality brand lift research at a low cost.
The participation rates in these quizzes are high when compared to standard survey solutions and are also consistent with the quality content appearing in Outbrain’s feed.
Following is an example of a question from a personality quiz that was used for brand lift research for a large auto manufacturer campaign.
This research proved that the campaign was highly effective in delivering brand lift for the auto manufacturer with a 23% lift in brand associations with their new vehicle model.
The quiz had a 70% participation rate and 81% completion rate, demonstrating a cost and time efficient solution.