Skopos designed a tailored advertising assessment programme, supported by a dedicated research community:
- Community panel: Built a robust, representative group of News UK digital audiences to evaluate campaigns in real-world conditions.
- Campaign testing in a ‘control’ context: Panel members were exposed to both test and control versions of campaigns to isolate the true effect of the paid posts.
- Interactive ad stimulus: Skopos created a bespoke survey design incorporating an embedded i-frame, allowing respondents to fully engage with immersive campaign content exactly as they would in the live environment.
- Mixed evaluation metrics: Research captured both quantitative measures (awareness, recall, brand uplift, likelihood to act) and qualitative feedback (likes, dislikes, suggested improvements).
- Repeatable framework: The programme was designed to assess multiple campaigns consistently, creating a comparative dataset over time.
The programme has delivered clear commercial and strategic value to News UK:
- Provided hard numbers on campaign effectiveness, including cut-through, brand perception uplift, and actions taken by audiences after exposure.
- Delivered balanced feedback (positives and negatives), giving advertisers transparency and actionable guidance for future campaigns.
- Enabled News UK’s ad sales teams to justify spend with evidence-based results, reinforcing confidence among investment partners.
- Built a normative database of campaign performance, helping News UK and its advertisers understand what strong branded content looks like.
- Supported more data-driven commercial conversations, improving advertiser retention and strengthening long-term relationships.
Ultimately, the programme positioned News UK as a trusted, insight-led media partner, ensuring immersive paid posts were not only creatively engaging but also demonstrably effective in delivering value for advertisers.
