Measuring Impact

All Ad Council initiatives are insight-driven, taking an audience-first approach in all phases of campaign design, implementation and optimization. With each campaign, we establish measurable objectives, immerse ourselves in the issue and audience mindset and media ecosystem to design strategic creative and digital solutions to empower our audiences to make a change to help themselves, their families, or their communities.

Evaluation is a critical component of every Ad Council campaign. We conduct research to assess a campaign’s effectiveness through a dashboard of indicators around exposure, awareness, engagement, and impact, employing test-and-learn practices throughout.