Colgate trials tech for real-time ad testing to drive mobile shopping – Marketing Dive

Eye Square’s new tool demonstrates the effectiveness of testing ads in the context of e-commerce sites and social media platforms, where many consumers already spend much of their time. For Colgate’s trial, the CPG brand could gather behavioral tracking data and survey responses from consumers to provide a clearer picture of the ad’s influence on potential customers’ decision-making around buying a toothbrush. Real-time insights like Eye Square’s allowed Colgate to quickly tweak its campaign based on how consumers were responding to the ads they saw online.
Tools like Eye Square’s are being developed in response to the skyrocketing growth in online and social shopping. Brands across categories are turning to these types of tools to maximize ad efficiencies and reduce wasted ad spend. While traditional methods of market research often lack in terms of providing real-time insights to an ad campaign, online surveys and tracking tools can help brands like Colgate make campaign adjustments on the fly based on consumer data
Many consumers today are experiencing ad fatigue, caused by the inundation of branded messages and ads while shopping, reading or socializing online. Most ads hold a viewer’s attention for mere seconds, according to Helen Wolf, insights lead for Colgate’s North America Innovation Accelerator.
“Our research with Eye Square enabled us to measure not only consumer behavior, but the reasoning behind their choices. Deploying in-context advertisements on platforms like Instagram and Facebook allowed us to understand what makes a message successful in each medium and tailor our collateral accordingly,” she said in the announcement shared with Marketing Dive.
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