Find out how to build a brand through cross-media, second-screen, addressable, ad-skipping and sound-off: the Haier case.

Nextplora @ Branding e-volution 2022

Last September 28, Nextplora had the pleasure of participating in the Branding e-volution 2022 event organized by UPA and Polimì.


UPA offered us a challenge: Take part in the conversation about how to build, grow, and measure brand value over time. We at Nextplora did not back down.


On this occasion we talked about how to build the brand through cross-media, second-screen, addressable, ad-skipping and sound-off, paying particular attention to the Haier case, presented by Francesco Bellomo of Haier Europe.


Bottom line is: sound-on advertising increasingly generates uplifts in brand awareness, ad awareness, consideration, ITB and brand image profile. But results also show that 42 percent of the Internet population watches advertising with the sound off...

And, therefore, how can a brand address this zero-sum game?


That was our challenge, find out how to tackle yours below.



To learn more, watch the video of our talk*:


*The presentation contents are in Italian

Nextplora strengthens alongside companies to improve the return on advertising and media investments at every stage of brand development.

Nextplora expands its services to address brand and media intelligence needs with a new website and its sponsorship of the UPA Branding Evolution conference on Sept. 28, 2022.


Milan, Sept. 21, 2022 - Over the past 12 years, Nexplora has conducted more than 6,500 studies for over 160 clients, making it account for over 92% of its business. Finally, Nextplora announces the consolidation of its position as a provider of ROI analysis for brands, advertising, and media for Italian and international companies.


Nextplora complements its services with new analytics and consulting solutions, to answer the questions of its clients on the effectiveness of their marketing efforts.

It does so with a new international website and value proposition, thanks to experiences on the needs of Italian companies abroad, which are worth 35% of its revenues.


Cross-Media analysis, Brand Tracking and Post-Test, can now also be consulted with BMI Vista, the dashboard that allows you to analyze the results of your campaigns intuitively and interactively. Thanks to the multiple studies conducted over the years, benchmarks in several countries, sectors, targets and media are also available.


Brand design, implementation, and marketing and advertising pre-testing are provided by Insight3, the methodology suite that extracts knowledge directly from the voice of consumers.


Beginning this fall, Nextplora complements these solutions with:

  • Call Back, a methodology for determining post-launch brand results.
  • Shopper Scan, to connect the effects of a campaign to household consumption of the product.
  • Modelling, to make accurate sales forecasts based on media investment choices.


Lastly, Nextplora introduces Media+Brand Effect, for quick and affordable media post-audit and brand lift of cross-media campaigns including digital, social, and connected TV. The solution uses SoundON methodology in collaboration with Fluzo, which enables detection of exposure to advertising from its Idee&Opinioni panel with audio-matching and the use of AI.


"We pioneered this activity in Italy, and for more than a decade we have been working alongside brands that value us as a reliable, beneficial and affordable partner to improve the return on their investments," says Andrea Giovenali, CEO and founder of Nextplora. "We are truly committed to helping them achieve their goals, and we always operate with the 'end in mind' with insights that always go beyond the numbers."


On September 28, Nextplora will be sponsoring the second edition of the Branding Evolution conference hosted by UPA and Politecnico di Milano, with a talk titled:

"Building the brand between cross-media, second-screen, addressable, ad-skipping and sound-off: the Haier case."

Case studies and evidence on the best branding results of advertising in cross-media and digital contexts will be featured.


About Nextplora

Nextplora helps companies improve the return on advertising and media investments at every stage of brand development.

From brand design to the audit of post-launch results, through the contribution of advertising campaigns and media used, and to sales forecasts based on investment thresholds, Nextplora has been a leader in brand and media intelligence for more than 20 years, has more than 6,500 cross-media and brand effectiveness studies under its belt, and collaborates with 160 brand companies in Italy and abroad. Clients expressed a satisfaction rating of 8.7 in 2021 for Nextplora's work and rated the information they received as "very useful" in supporting their decisions.

For more information visit


Contacts: Bruno Lagomarsino – Nextplora,

Digital development analyzed through sophisticated technological solutions.

In Largo Consumo's interview with Nextplora CEO Andrea Giovenali, it is highlighted how, during the pandemic, Nextplora supported its customers with sophisticated techniques applied in two areas, that of marketing and that of communication.

In marketing Nextplora uses a solution capable of exploring, creating and implementing innovation in the offering, also defining guidelines for how to communicate it. This solution involves a very large number of consumers (up to 500) who discuss openly within communities and whose verbalizations are analyzed thanks to artificial intelligence, so that they are given a precise order and meaning.

While the second solution supports brands in making their advertising investments more effective, in particular in media planning and copy.

At the end of the interview, Andrea Giovenali goes on to underline how Covid has helped to accelerate the digital development of consumers and companies can no longer ignore the need to integrate new digital levers within their investments.

To know in detail the Nextplora solutions click here.

Nextplora presents BMI Sound On

The solution allows you to analyze the impact of campaigns by objectively and implicitly detecting consumer exposure to companies' audio-visual advertisements.

Milan, 16 September 2021 - Nextplora, the Insight & Data Management agency active since 2010 with the analysis solution of the effects of Brand & Media Intelligence advertising campaigns, strengthens with Sound On its leadership in the depth and precision of knowledge for companies.

Sound On is a new feature of the solution that allows you to determine the impact generated by campaigns that have an audio / video format on TV, digital, and radio, thanks to the detection of exposure to messages from thousands of consumers.

For this purpose Nextplora has developed the new Spot Radar mobile app, used by members of its IdeeOpinioni panel, which will allow you to detect the ambient audio and check in real time with an AI algorithm if it is the analyzed message (audio-matching). Exposed consumers will be interviewed during the campaign to verify the impact that the message has produced, even with respect to those who have not been exposed.

The Spot Radar app integrates and launches in an exclusive partnership the fingerprint solution developed by Fluzo Technologies for the automatic recognition of audio content.

With this solution, companies that invest in advertising will have access to increasingly in-depth and precise information on the contribution that each media produces on the results of the campaign, and the impact of the message on brand memory and advertising.

"While companies compete for the visibility and impact of their messages with consumers, many of the investments in recent years have been used for" inaudible "campaigns - commented Andrea Giovenali, CEO of Nextplora - Sound On is the state solution- of-the-art that allows you to better understand the contexts in which the messages produce useful results ".

BMI Sound On will be presented in a live-streaming event at 17:00 today, which will be attended by leading companies and operators such as AlfaSigma, Bauli, Haier, MediaPlus and Serviceplan, to give their point of view and experience on the value of advertising and of the media. The solution will be available starting October 1st, and the results will be integrated and distributed with BMI's interactive and personalized dashboard.

How to strengthen your brand to improve business performance

How can you strengthen the brand to improve business performance?

Nextplora wants to answer this question through its new WEBINAR to be held WEDNESDAY 17 MARCH AT 5.00 PM.
We will start by showing some data on the positive impact that an effective branding strategy can have on business results.
We will continue by analyzing specifically issues such as Brand Positioning and Brand Implementation, relating them to the contribution that the development of an efficient communication lever can provide.

Through some useful cases relating to brand purpose and projects or repositioning, we will show how important companies have "strengthened" their brand and achieved positive business results.
Finally, we will highlight how much Insight3, our solution for consumer insight, has contributed to the success of these branding projects.