"Regarding publishers – for us, it would be a total game changer to have holistic brand uplift measurements across premium publishers. Personally, I’m convinced context has a big impact on campaigns – but so far, it’s mainly an assumption. That’s where holistic brand lift reporting, across all inventory could fill in the gaps."
“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."