Digital Campaign Effectiveness

Maximise return on your digital investments. Learn which campaign elements work best for your brand in different contexts.

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Is your media spend working? Improve the effectiveness of your digital marketing plan, including all major paid and unpaid digital content and campaigns. Test your social and display content in a real-life context, before launch or when your campaign is live, or assess the effectiveness of your campaign from start to finish.

67% of marketers think it’s tough to assess digital channels, given blind spots in available measurement.   

Key features

Global digital expertise

Make smart decisions. Get advice from our media effectiveness experts and knowledge from over 20,000 digital campaigns.

Fast, actionable insight

Dynamic dashboards provide insights quickly, so you can act on real-time data and create impactful integrated campaigns.

Partnerships with major digital publishers

With our methods and partnerships, you can test most paid digital ad formats, branded content or influencer marketing.

More information

Be confident your content will have maximum brand impact across different digital contexts, including Facebook, Instagram, YouTube and Twitter.

Context Lab helps you understand the brand impact of your digital content in context - from digital ads to influencer and native content. Our lab approach lets you test before, or just after your campaign goes live. Optional creative diagnostics provide insights into how specific executions are working.

It helps you:

  • Compare the brand impact of your paid digital media across platforms

  • Choose the right creative for the right environments

  • Optimise social activity by understanding influencer or social performance within a live feed

  • Quantify the brand value of sponsorship and branded content programmes


Optimise your entire digital campaign in-flight with Brand Lift Insights, to maximise brand effectiveness and benchmark your results against the industry. Assess your whole campaign from start to finish, to understand impact over time as campaign frequency builds.


It helps you:


  • Understand campaign performance by site, exposure frequency, creative theme and format, audience metrics and more
  • Evaluate many platforms, including Google, Facebook and most major publishers
  • Optimise in-flight with a real-time dashboard
  • Gain deeper insights into your creative with optional diagnostics

Digital campaigns live in dynamic environments where audiences provide behavioural feedback on content in real time.

Digital Content Optimisation empowers brands to learn from this live consumer engagement. It organises ads into like-for-like comparison groups and analyses likes, comments and interactions to extract actionable insight and identify strong and underperforming digital ads. The sophisticated data-backed model uses a test and learn structure to continuously improve digital campaign performance.

It helps you:

  • Evaluate ads on Facebook, Instagram, Twitter, and other digital environments
  • Identify top performing ads to retain, by theme and target audience
  • Monitor behavioural KPIs for digital ads in a campaign over time
  • Run in step with platform auto-optimisation to provide transparency

Media Reactions 2021

Find out how to navigate the evolving media landscape, and which environments will work best for your ads, with insights from over 14,500 consumers and 900 marketers worldwide.
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Kantar Marketplace media planning and effectiveness

Media planning and effectiveness on Kantar Marketplace

Know which campaign elements work best for your brand in different media contexts, so you can get the most out of your budget.
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