A global media streaming tech platform integrates leading brands’ advertisements into viewer-streamed videos. Direct access is delivered to an audience of over 140 million subscribers, with a specific emphasis on capturing the elusive Gen Z demographic across 14 countries. What distinguishes this offering from competitors is their ability to not only reach these consumers, but also to capture their attention span.
Objective
The organization was facing internal challenges stemming from the exponential growth in demand to measure media spending effectiveness among its clients and sought to streamline processes, improve efficiencies and enhancing value delivery.
The Challenge
The organization’s in-house research team offered an on-demand Ad Effectiveness Study to their clients to measure the awareness generated by ad campaigns. This study assessed the variance in brand awareness before the ad campaign’s launch and immediately afterward, through a quick polling survey. The results were then leveraged by the global brands’ sales, strategy, product development, marketing, and advertising teams to:
- Measure improvements in KPIs related to the brand and among the platform’s audience, including:
- Unaided awareness
- Aided awareness
- Brand consideration
- Likelihood to purchase
- Identify audience groups that are more receptive to campaign advertising
The organization’s advertising business had undergone rapid growth, with the initial team composed of audience measurement experts and generalists evolving from a support role into a Center of Excellence. This transformation included the addition of specialists in Insights, Analytics, and Measurement, while successfully generating revenue from brands. Consequently, the Research Team found itself contending with a surge in requests for Ad Effectiveness Studies.
As a result, the Research Group was experiencing several challenges:
- The process was reactionary: Ad Effectiveness Studies were only conducted on request, not included as part of the ad buy or media offering.
- The process was haphazard: There were no standardized processes, specific accountability, or templates in place.
- Inefficient / wasted resources: The group wasn’t managing its GenZ community efficiently when soliciting respondents.
- Delays/backlogs: The responsibility and accountability for Ad Effectiveness Studies lacked clear definition, and there were no Service Level Agreements (SLAs) in place between the Sales and Research teams. This resulted in a backlog, dissatisfied clients, and frequent instances of the Sales team having to pursue the Research team.
- Lack of expertise in quantitative primary research: This led to errors in conclusions drawn from respondent data. For example, there was a lack of quality control mechanisms for open-ended responses
- Time zone challenges: The team struggled to support projects across multiple geographies
The Gen Z demographic presents a fiercely competitive landscape, with numerous platforms vying for the attention of this highly coveted segment. Unfortunately, this competitive environment led to missed opportunities for new business, as the organization struggled to proactively showcase the value of their clients’ media investments. Meanwhile, other platforms catering to Gen Z audiences excelled in providing superior insights into ad campaigns.
Our Solution
The organization’s research team operates out of Asia and Europe, managing multiple campaigns spanning various geographies and time zones. To facilitate smooth coordination across these diverse time zones, Phronesis’ On-Demand Research Support team established a global Resource Management Office (RMO).
The core responsibilities of the RMO was to execute research projects using the following methodology:
Effective management of concurrent campaigns
Outcome
Phronesis’ On-Demand Research Support team developed a robust RMO solution to manage project workflows and alleviate the burden of non-core tasks, successfully addressing the organization’s challenges.
This enabled the client’s in-house teams to focus on:
- Core activities and share actionable consumer insights with client brands
- Managing client relationships
- Building new avenues for business development and expanding the reach of consumer insights to more brands, fostering exponential revenue growth
Impact
As a result of working with Phronesis Partners’ On-Demand Research Support team, the organization:
- Established a scalable model capable of launching multiple studies simultaneously.
- Assisted brands in assessing the effectiveness of their advertisements on their intended audience.
- Generated new project opportunities from brands, resulting in revenue growth.
- Delivered three times more projects in the six months following the following the RMO setup compared to the previous six months.
Contact Us
Get in touch to discuss On-Demand Research Support Service and to find out more.
