Welcome to Brand Metrics' Blog
This is the place where we share thoughts about the MarTech industry, product use cases and deeper insights from our rich database
Going native: opening up brand measurement for sponsored content
When it comes to native advertising, using the wrong metrics, and measuring only infrequently, have been limiting factors for publishers. But now publishers are becoming critical partners for advertisers by adopting the right metrics for measuring native advertising and doing it frequently.
Branded content: the next frontier in the world of digital metrics
While the marketing industry is always evolving, so much remains the same: media owners try to convince advertisers they’ll deliver return on investment; marketeers want proof of that ROI; and people, meanwhile, ignore most of the ads they’re exposed to. But overall, we also know that marketing does indeed work and affects how people think and behave.
Brands and publishers know branded content works – they just need the proof
In a world in which there are too many ads, and most get largely ignored, brands are desperate for effective methods of engagement. And because publishers are experts in nurturing highly engaged audiences, branded content campaigns, run in premium environments, have become an increasingly important opportunity.
A custom-built solution for measuring branded content
Brand Metrics is purpose-built for publishers to measure brand uplift across all digital advertising. The smart solution addresses cost, accuracy, comparability. Sumran goes into detail in his newest blog.
Why proving campaign success is key to publisher success
While the concept around “If a tree falls in a forest and no one is around to hear it, does it make a sound?” is about perception and how much we know about the unobserved world, the idea has a parallel when it comes to campaign performance. It’s the idea that if a campaign is not measured, then did it really fail or succeed – or even exist at all – as there is no proof?
Unlocking mobile's branding potential
Anette Hallgren, Client Director at Brand Metrics, says all that brands need to have confidence in mobile as a branding medium, is access to the right metrics.
Branded Content: Measurement approaches in a digital world
Marketers know effective branded content in premium environments provides brands with a strong halo effect, but measurement options offered by publishers are often weak, with over reliance on flawed panel-based research.
Can independent publishers beat walled gardens for campaign performance? Yes. But they need to prove it.
If publishers are to break directly into the consciousness of brands, they need to talk in the language that makes marketers’ hearts beat faster. Clicks, engagement and views - which the big platforms win on, anyway - are out.
Unlocking brand spend by delivering the metrics advertisers need
Branding is finally coming of age in digital – and it's all thanks to measurement.
Spoiler Alert – mobile works and you can prove it
Blessed with enormous reach and engagement, mobile is nonetheless characterised as a performance channel and misses out on branding budgets due to perceptions of its immeasurability. But what if mobile activity could be measured for awareness, consideration, preference and intent, like any other brand channel?
Spoiler: it can, our client director Anette Hallgren explains the difference mobile measurement can make to brands’ channel choices.
Yes, digital advertising is effective
There's a narrative that advertising has stopped working. It's told so often these days that it's becoming an industry truth. Advertising used to be effective because it was creative. Now it's not - creative or effective. But has the fire really gone out?
Why everyone should be speaking the universal language of metrics
The single most important aspect of marketing in today’s world is analytics. As a marketer, knowing how your campaign performed is a critical requirement that will inform all advertising for the foreseeable future.
What are the main benefits that regularly measuring brand lift provides to brands, to agencies and to publishers?
Brand lift studies give us the opportunity to measure the actual "lift", in other words, the value of branding campaigns.
How do you typically measure the effect of your digital campaigns? How has this evolved?
How have traditional campaign effectiveness measurements evolved? Experts from Jellyfish, Webrepublic, GSK, Precis and Wavemaker sound off in our latest blog.
Brand Metric’s asks the experts! What are your views on brand lift measurement? Do you request it on campaigns you are responsible for? Do you often receive it?
...we will finally be able to compare brand uplift around formats and environments for each brand. And because it’s “always on” by nature, we will also have vastly improved benchmarks.
Have you noticed any changes in the balance between direct response and branding campaigns in recent times? If so, what do you feel has been driving this?
Let's talk about the balance between Direct Response and Branding campaigns in advertising. We ask industry experts if they’ve noticed any changes in the balance between direct response and branding campaigns in recent times? And if there are, what are the driving forces behind it?
What main roles does digital display advertising play in building the brands you are responsible for?
In the digital age, what role does display advertising play in building brands? There's still plenty of room to grow. We ask experts from Jellyfish, Webrepublic, GSK, Precis Digital, and Wavemaker about what roles digital plays in effectively establishing brands.
Say hi to Custom Benchmarks
We’re really excited to announce our latest new feature, it’s related to benchmark data and you find it on reported measurements in the portal.
Jellyfish’s Programmatic Director Kate Mezzanotte on Campaign Measurement Best Practice for Brands
"The most mature brands have definitely ramped up branding spend on digital channels. For two main reasons: first, Digital TV solutions have become more suitable and measurable versus analogue TV. Second, because of general advancements in measurement.”
Webrepublic Head of Programmatic Damian Chandler on CPMs & Changing Minds with Brand Uplift
"In an ideal world, we would have brand uplift measures for all aspects of each and every campaign."
GSK’s Jerry Daykin on What Regular Brand Uplift Measurement Means for Both Brands & Publishers
“For premium publishers, brand lift is a good way of producing objective proof of more impactful environments, and thereby justifying higher CPMs.”
How Measuring Vaccine Success Holds the Key to More Successful Campaigns
Showing a weak creative to lots of people is just wasting money. Creating the best campaign in the world and showing it to a handful, will likewise have little effect on business objectives.
Precis Digital Programmatic Lead Caroline Franzén on Opportunities and Challenges in Brand Lift Measurement
"We see a lot of benefits when it comes to brand lift studies. It gives us the possibility to measure the value of digital marketing that we can´t capture with attribution or other statistical modelling."
GroupM Media Agency Wavemaker’s Approach to Brand Uplift and Campaign Measurement
“Brand Metrics’ key strength is its neutrality – and that is why I’ve been campaigning for publishers here to start using their tech.”
How BurdaForward used Brand Lift Measurement at Scale to Drive Revenue
“Since offering Brand Metrics’ measurements, clients are even more engaged in campaign results and reporting, leading to more rebooking follow-up campaigns. This is obviously a big add-on for us.”
How Media24 used Brand Lift Measurement at Scale to Drive Revenue
"For premium, quality publishers, measuring branding effects is absolutely fundamental. There is a need to diversify beyond performance alone."
How Local Publisher JPI Media used Brand Lift Measurement at Scale to Drive Revenue
"What we effectively have now is a feedback loop on campaign outcomes, so we are better able to improve those outcomes for our customers.”
How the Ozone Project Uses Brand Metrics to Reinforce the Value of its Platform
"if you only use metrics that treat every impression on the web as created equal, you don’t necessarily get the most out of quality contexts."
How Ster used Brand Lift Measurement at Scale to Drive Revenue
"If we are truly to compete with [Google and Facebook}, we need to prove similar value – and Brand Metrics is the perfect tool to do that."
How brand lift has been affected by the pandemic
This data provides unique insight on the impact of Covid-19 on the digital ad market.
How publishers are becoming strategic advisors
The more brand lift data a media owner collects, the better advice they are able to give. Now there is evidence...
Strong brand = more interaction = more sales
Building a strong brand means increasing the likelihood of people interacting, which, in turn, means increasing the likelihood of sales...
When to use targeting...and when not to
Sometimes targeting is the right decision when running digital campaigns. Sometimes it is not. To help decide, marketers have to look at...
What is an optimal frequency level?
Optimal frequency is typically higher than what is reflected in the average digital campaign plan. It also varies depending on...
