20.500.12556/RUL-170683 Učinkovitost digitalnega oglaševanja: analiza metrik in metode brand lift study magistrsko delo Digital advertising effectiveness: metrics analysis and brand lift study method Digitalno oglaševanje je oglaševalski kanal, ki mu oglaševalci namenjajo veliko sredstev. Delež digitalnega oglaševanja v celotnem deležu oglaševanja vztrajno raste. Digitalno oglaševanje ima precej prednosti in ena od njih je takojšnja učinkovitost. Metrik, na podlagi katerih lahko merimo učinkovitost, je ogromno. Vsaka dokazuje svoj zorni kot učinkovitosti, le malo pa je takih, ki se osredotočajo na dolgoročne učinke na blagovno znamko. V magistrski nalogi preučujem inkrementalni učinek digitalnega oglaševanja na blagovno znamko. To je učinek, ki se ne bi zgodil, če oglaševanja ne bi bilo. Zanima me, kako uporabniki pomnijo oglaševanje – priklic oglaševanja, kako so uporabniki izpostavljeni oglasom, preučujem njihovo naklonjenost blagovni znamki ter kakšen vpliv ima digitalno oglaševanje na nakupno namero. Za ta namen sem izvedel raziskavo BLS - brand lift study. Raziskava, ki je sledila digitalni oglaševalski akciji, je vključevala tri vprašanja o prej omenjenih področjih. Za določanje inkrementalnega učinka sem ciljno skupino razdelil na dva dela – testno skupino, ki je bila oglasom izpostavljena, in kontrolno skupino, ki oglasom ni bila izpostavljena. Razlika v odgovorih med testno in kontrolno skupino predstavlja dvig vrednosti blagovne znamke (ang. brand lift). Digital advertising is an advertising channel that advertisers allocate plenty of resources to, with the share of digital advertising in the total share of advertising steadily growing. Digital advertising has many advantages, one of them being immediate effectiveness. There is a large number of metrics based on which we can measure effectiveness. Each demonstrates its own angle of effectiveness, but there are only few metrics that focus on long-term effects on the brand. In my master's thesis, I studied the incremental effect of digital advertising on the brand. The incremental effect represents an effect that would not have occurred without advertising. I was interested in how well users remember advertising (i.e., ad recall), whether users exposed to ads are more favorable towards the brand, and what impact digital advertising has on purchase intent. For this purpose, I conducted a so-called brand lift study (BLS). The survey that followed the digital advertising campaign included three questions on the aforementioned areas. To determine the incremental effect, I divided the correspondents into two groups – a test group that was exposed to the ads and a control group that was not exposed to the ads. Brand lift represents the difference between the test and control groups. digitalno oglaševanje učinkovitost digitalnega oglaševanja metrike digitalnega oglaševanja brand lift study inkrementalnost digital advertising digital advertising effectiveness digital advertising metrics brand lift study incrementality true true false M. Suša Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-12 08:31:09 2025-07-12 08:31:12 2025-08-07 09:25:46 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (87 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.9:659.1(043.2) 175764 245081603 20096.pdf 20096.pdf 1 8A1493684E9C29EF6AD1EFCDF26C1108 545c768ad1d681ceed603956d82b84cff6dd7f9661cf7586bb07d956fce088c0 e0e98d3e-5ee7-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212727 Fakulteta za družbene vede 0 0 0