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."