Company
Global Fast-Food Brand
Date
Content
Entropik Team
Overview
A global fast-food chain operating across 150 countries wanted a better way to evaluate advertising performance before launch.
Traditional surveys and A/B testing provided limited insight into how audiences actually responded during media consumption, making it difficult to optimize campaigns and assess launch readiness.
Using Decode Media, the brand accelerated research, reduced costs, and improved campaign decision-making across markets.
About the Brand
Global fast-food chain
30,000+ locations worldwide
Presence across 150 countries
$10M+ annual advertising spend
The Challenge
As audience attention became harder to earn, the brand needed deeper insight into campaign performance before launch.
Key challenges included:
Slow Research Timelines
Research projects took 6–7 weeks, delaying optimization and launch decisions.
Limited Audience Understanding
Traditional methods captured stated opinions but not actual audience attention or engagement.
Inconsistent Campaign Performance
Campaign effectiveness varied across markets despite ongoing optimization efforts.
Unclear Launch Readiness
Teams lacked a reliable framework to evaluate creative effectiveness before launch.
Why Existing Methods Were Not Enough
Surveys reveal what consumers say.
A/B testing reveals which creative performs better.
Neither explains how audiences engage with advertising in real time.
The brand needed a faster, more objective approach to advertising effectiveness measurement.
The Solution
The brand partnered with Decode Media to measure audience response using behavioral and emotional analytics.
Decode Media provided:
Facial Coding for emotion measurement
Eye Tracking for attention analysis
Engagement and performance diagnostics
Category benchmark comparisons
Heatmaps for creative optimization
Multi-market testing capabilities
How Decode Media Helped
Advertising Effectiveness Testing
Measured audience attention, engagement, and emotional response across campaign creatives.
Creative Optimization
Identified high- and low-performing creative elements through heatmaps and element-level analysis.
Benchmark-Based Evaluation
Compared campaign performance against category benchmarks to support launch decisions.
Multi-Market Research
Enabled consistent testing across five countries and multiple languages.
Results
4X Faster Insights
Research timelines reduced from 6–7 weeks to 12 days.
32% Lower Testing Costs
Media testing costs decreased by 32% per study.
Multi-Geo Adoption
Program expanded across five countries with multilingual support.
Better Campaign Decisions
Benchmark-backed evaluation improved launch confidence and media planning decisions.
Key Takeaways
Faster research enables faster marketing decisions.
Behavioral analytics uncover insights beyond stated responses.
Benchmark-driven testing improves launch confidence.
Eye Tracking and Facial Coding provide a clearer view of audience response.
Scalable testing supports consistent decision-making across markets.
Ready to Improve Advertising Effectiveness Before Launch?
Discover how Decode Media helps brands measure audience attention, engagement, and emotional response before campaigns go live.
