Media companies need to show that their audiences have a strong level of engagement with brands that lies beyond the ratings. Advertisers are demanding evidence of audience advocacy, as well as the ability to track campaigns with innovative metrics other than reach and ad recall. Keller Fay research supports ad sales by measuring the link between advertising and word of mouth, allowing media to demonstrate the WOM impact of their audiences on target categories and brands.
In addition, Keller Fay research helps media companies develop their brands by showing them how to leverage word of mouth to maximum advantage. We also provide thought leadership research for media companies that want to demonstrate cutting-edge knowledge of the inter-relationship between word of mouth and marketing, specific types of media, demographics and other indicators.
How Media Clients Use TalkTrack® and Our Custom Solutions
- Advertising sales support for new business pitches
- Influencer profiling
- Campaign effectiveness evaluation
- Thought Leadership research
- Custom ROI metrics
- Brand marketing: Strategy and WOM tracking for properties and sub-properties (TV programs, sub-sites, etc.)