Post Evaluation offers the most comprehensive analysis tools in the critical competition of TV commercial campaigns.
Powerful engines allow comparisons of thousands of campaigns by their reach and frequency values. Graphical interpretation of
the data with a zoom-in feature provides easy analysis of long term advertising activity.
Post Evaluation: Basic Package
Post Buy performs the core activity and allows the user to perform analysis on GRP and Reach figures for
a single campaign. Users can define different ways of displaying a campaign summary (e.g. by channel, day, dayparts)
and define different levels of effective reach to be analysed. This unique module features a complex spot-by-spot
reach adjustment algorithm used as the gold standard in many markets where Arianna is distributed.
Adex compares investment in different campaigns. Users can create templates by choosing from the wide array of
predefined variables and formulas (e.g. Voice Share, Investment Share) as well as define more complex ones through a friendly interface.
Through this sophisticated report builder, templates can be saved and used again. Gross values (based on rate cards) and net values
can be analysed and defined in the Money Area (Deals filter) which includes a powerful editor for discounts.
Post Evaluation: Advanced Modules
Simulation gives users the option to change the list of spots aired for a given campaign and simulate a
new version with a custom list of commercials. Results of the modified campaign can be displayed in a standard
Post Buy report. This tool is particularly useful for advertising agencies researching ways to improve campaigns
and for broadcasters to demonstrate the advantages of using their platforms more often in a media plan.
Dynamic Flights offers entire market benchmarking according to user-defined levels of GRP, campaign duration,
spot type plus many additional variables. By defining a commercial flight through the specification of a hiatus
(ie non-activity period between flights), users can isolate the strongest and weakest campaigns over a defined period.
Dynamic Flight’s powerful engine can compute thousands of flights simultaneously, analyse their results and produce summaries.
It is the only tool able to compute a campaign in two variable dimensions (e.g. Reach by thresholds of GRP).
Activity Pattern uses colour instead of numeric values to help users easily identify competitive advertising strategies.
The unique graphical reporting means that users can identify different competitors’ activity levels based on Insertions,
Investment and GRP by using a powerful Zoom In/Out feature to obtain day-level activity figures.
MultiCampaign’s strength is its ability to compare multiple campaigns in one report. The flexible and interactive
grid allows regrouping of results during the report analysis without needing to recalculate results. Using Arianna’s ‘Click&Go’ feature,
more detailed information on a previous report can be delivered by isolating a section of the ActivityPattern report.
