Are you getting the best ROI from your digital content and in-app advertisements or e-commerce
product placements?
With the ever-increasing clout of digital content and exponential growth of e-commerce space,
brands are catching up with appropriate digital content including advertisement formats that intend
to attract consumers attention within the digital ecosystem. However, marketers struggle to
implement the right content, at the right moment on the right digital touchpoints. Most of the
digital content out in this complex ecosystem is either based on past experience or best guesstimate
or driven by guidelines laid by respective digital platform. The only way to ascertain the impact of
the content is how much hits/views it is generating, and incremental sales post the release of the
content which is often part of the total marketing activity. So, by the time the marketers get this
info, they would have spent most of the allocated budget. There is a lot of money being wasted
because of this trial-and-error methodology.
So, how do we stop this leakage of digital spends and ensure marketers have enough evidence to
make right investment before the actual investment happens?
Answer lies in GRPS lab’s tech solution known as ‘DigiLife’.
DigiLife helps marketers to get important first level insights which empowers them to make the right
decision. DigiLife is a one-stop tech solutions which houses mock-ups of various popular digital
platforms to enable intuitive decision making journeys. With a focus on e-commerce, video
streaming, OTT, digital news, search engines and live music/video platforms - Marketers can embed
different digital content such as static or banner Ads, GIF/video Ads, product details, textual content,
etc, within the mock-up of digital platforms. These mock-ups when used within the survey
‘intelligently’ i.e. getting the brand’s target audience to experience the Brand exposure in the
simulated context which is closer to the actual experience can enable marketers to get answers to
many questions which were unanswered previously. This is made possible by DigiLife embedded
mock-up and intelligent data capturing technique.
Let’s look at a case study –
In a highly competitive FMCG category which witnessed it’s online sales activated by Amazon grow
exponentially post Covid period. Client’s brand X which was the 2nd brand in-terms of market share
was looking to overthrow or at least close the gap with leader brand Y. With both competing brands
having similar distribution, it was important to counter Brand’s Y digital presence with impactful
digital content and effective product placement within the Amazon e-commerce platform.
With this objective, Brand X developed a few options across it’s digital assets and wanted to
understand which of these options were best suited to attract online shoppers more effectively and
increased their chances of better conversion replicating the actual environment.
•
Banner Ad placed on Amazon home page of the platform – Option B1 and Option B2
•
Product placement on search result page of Amazon – Option Sponsored 1st position P1 and
Option 2nd position P2
•
Video Ad placed on the product page of Amazon – Option V1 and Option V2
Primary research was conducted among the target audience with in-context exposure of Brand X’s
creative using in-context DigiLife mock-up of Amazon platform. Using A/B testing methodology –
It clearly highlighted the following insights –
•
•
•
Consumers spent more time browsing Banner B1 on the home page and it also generate
higher brand life on purchase intent
o Hence Banner B1 Ad was found to be more effective and impactful vs. Banner B2 –
indicating clearly that the Client should use Banner B1 for the actual activation
Click through rates (CTR) were similar for Product Placement P1 and P2, however ‘Sponsored
1st position’ clearly drove higher no. of respondents pressing ‘Add to cart’ or ‘Shop now’
compared to P2 scenario. This was also reflected in higher purchase intent when product
placement was at 1st position
o Hence to counter brand Y’s brand pull, Brand X needs to get it’s product placement
ahead of the brand Y and need to buy out 1st position on the Amazon platform
More no. of respondents clicked and viewed video V2 as compared to video V1. Average
time spent was significantly higher for V2. This was also corroborated by high awareness and
association when V2 was exposed. It was also found the video within the product page
drives imagery/associations. V2 was also found to score higher on creative diagnostics as
compared V1
o Video as a format is important to be used within the Product page – either as part of
Carousel or part of Product details displayed below on the page specially for driving
association
o In the case of comparison, client will benefit more if V2 was used instead of V1
While the client got all the answers and a clear way forward backed by data evidence, the whole
research was completed in 3 days made possible by smart DigiLife mock-up + data capture
technology and automated survey platform SurveyGuru by GRPS Lab. And importantly it was cost
effective to conduct the research
As you can see how DigiLife made possible to get answers to questions at the initial stage which
otherwise looked difficult.
Similarly DigiLife can be used for testing various digital assets in complex non-intrusive testing
environment. To know more details email us at info@grpslab.com