The Happydemics essential templates
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Message relevance

Assess how clearly and meaningfully a campaign communicates, and how well it reinforces familiarity with the ad’s message and its perception.

Clarity
Clarity reflects the quality of the creation and message in terms of their ability to be understood and accepted by the individuals exposed.
Specific brand image
The brand image assesses the improvement in the favorable perception of the brand or the product for the exposed individuals. This perception generally helps to develop brand preference.
Ad recall
Ad recall shows to what extent people remember being exposed to an ad based on broadcast relevance, message repetition and personal interest in the product.
Brand familiarity
Brand familiarity evaluates the impact of the campaign on the degree of knowledge of the brand or product.
Interest
Personal interest in the brand or product shows how successful the message and the broadcast are in capturing people's attention and curiosity.
Additional KPIs
Attribution
The attribution rate measures the quality of the message and its broadcasting by assessing the share of the audience that can recall the name of the brand or product they were exposed to. Attribution helps measure the overall attention of individuals to advertising.
Ad format relevance
The relevance of the format reflects its ability to be in line with the image conveyed by the brand.
Ad perception
Ad perception allows detailed assessment of the relevance of the chosen messages and content.
Specific intent
Intent shows consumer's willingness to take an action related to the brand. Although intent does not always lead to action, it is a key measure of the overall performance of a campaign among exposed individuals.
Brand image
The brand image assesses the effects of campaign exposure on the brand or product. This perception generally helps to develop brand preference.