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The brand impact of banner advertising on nature.com
Case Study: Cell Signaling Technology (CST)
The brand impact of banner advertising on nature.com
Industry
Pharmaceutical
Audience
Clinicians
Researchers
Objectives
Brand Awareness
Campaign Effectiveness
Solutions
Banner Advertising
Campaign Effectiveness
Methodology
Surveys
Banner Ads

Objective

Cell Signaling Technology (CST) was introducing new banner ads on nature.com to increase awareness of the CST brand as well as their XP line of antibodies. CST was interested in measuring the brand impact of their new campaign on their customer base — scientists using antibodies in their research.

Strategy

Targeted Banner Ads

To target their customer base CST scheduled leaderboard and skyscraper banner ads on the Nature, Nature Reviews Drug Discovery, and Nature Reviews Cancer sites.

Campaign Effectiveness Study

The NPG Market Research Team developed a online campaign effectiveness study with robust methodology customized to CST’s objectives. Prior to CST’s campaign, we established critical benchmarks such as brand awareness, usage, favorability, and purchase intent. During the course of the CST campaign, we monitored changes in these metrics and measured prompted recall of the CST campaign as well as perceived appeal, information value, and verbatim feedback on CST’s banner creative.

Methodology

A pre-campaign survey was delivered using banner ads on the same nature.com pages where CST’s campaign was scheduled to appear. A follow-up survey was delivered during the course of CST’s campaign via banner ads which were only shown to individuals who had previously been exposed to a CST banner ad. Both surveys included an initial screening question to ensure respondents were limited to scientists using antibodies and therefore appropriate to CST’s customer base. This approach allowed us to compare representative samples of CST’s customer base before and after exposure to their banner campaign.

Outcome

When comparing representative samples of CST’s customer base before and after exposure to their banner ads, the following results were observed:

Increase in CST’s brand awareness and customer base

The proportion of respondents who had heard of CST increased by 3%. The proportion of respondents who had heard of and used CST products increased by 7%.

Increase in awareness of CST’s XP line of antibodies

The proportion of respondents who were aware of CST’s XP line of antibodies increased by 6%. Of those who recalled seeing the CST campaign, awareness of the XP line of antibodies jumps to a 16% increase.

Product awareness increased by 16%

CST’s target market takes action as a result of seeing their banner campaign

Of those who recalled seeing the CST campaign, 51% state they took at least one follow-up action. The most common actions taken were visiting the company website and discussing with colleagues.

Qualitative feedback

The verbatim comments provided CST with invaluable feedback from their customer base to help them improve the messaging for their XP brand.

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