Pixel Tracking

As part of Nine’s network studies, Gemba embedded a tracking pixel into various campaign elements such as sponsors' TV commercials, integrated content, banners, and MRACs.

As part of Nine’s network studies, Gemba embedded a tracking pixel into various campaign elements such as sponsors' TV commercials, integrated content, banners, and MRACs. This enables confirmation of campaign exposure, measurable brand impact and generates a measurable audience via a research panel.

When exposure was confirmed, participants on the research panel completed a survey assessing key brand health elements of the campaign. These results were compared against a control group with no claimed or actual exposure to the campaign.

This analysis provided a clear understanding of the direct and immediate impact of a digital campaign, with the ability to break down results by various bespoke measures. This approach yielded a clearer picture compared to traditional self-reported methods, as it definitively identified whether a viewer had been exposed. While this approach cannot always be applied, Gemba’s methodology can be adjusted based on the specific campaign requirements.