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.
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.
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.
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.
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?
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.
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.
Branding is finally coming of age in digital – and it's all thanks to measurement.
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.
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?
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.
Brand lift studies give us the opportunity to measure the actual "lift", in other words, the value of branding campaigns.
How have traditional campaign effectiveness measurements evolved? Experts from Jellyfish, Webrepublic, GSK, Precis and Wavemaker sound off in our latest blog.
...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.
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?
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.
"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.”
"In an ideal world, we would have brand uplift measures for all aspects of each and every campaign."
“For premium publishers, brand lift is a good way of producing objective proof of more impactful environments, and thereby justifying higher CPMs.”
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.
"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."
“Brand Metrics’ key strength is its neutrality – and that is why I’ve been campaigning for publishers here to start using their tech.”
“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.”
"For premium, quality publishers, measuring branding effects is absolutely fundamental. There is a need to diversify beyond performance alone."
"What we effectively have now is a feedback loop on campaign outcomes, so we are better able to improve those outcomes for our customers.”
"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."
"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."