The Challenge

Virgin Media, one of the world’s largest TV and broadband providers, wanted to measure how engagement with its TV Edit microsite influenced key brand metrics, including brand perception, product consideration, brand advocacy, and purchase intent. The TV Edit site is designed to enhance the customer viewing experience by offering highlights, articles, competitions, and movie recommendations. Virgin Media needed to understand how this microsite contributed to consumer perceptions of the broader Virgin Media brand and its marketing campaigns. 

The solution

Virgin Media used Dynata Brand Lift to measure the impact of their microsite on brand metrics. This was the first time the solution was applied in the UK. 

Dynata used a test-and-control methodology with its first-party, single-source panel: 

• Visitors to the TV Edit site completed a 15-minute survey. 
• A control group of non-visitors completed the same survey. 
• Dynata’s technology identified site visitors, ensuring accurate segmentation. 

This approach enabled Virgin Media to directly link exposure to the microsite with shifts in brand outcomes. 

The impact

The study revealed how the TV Edit microsite contributed to brand value and customer experience. Virgin Media was able to: 

• Understand the role of the microsite within the broader customer communication ecosystem. 
• Identify which types of content and product promotions were most effective. 
• Gain clarity on customer priorities for the site experience. 
• Use insights to better plan, budget, and optimize for future campaigns.