Advertisers and agencies are now able to measure the impact of audio campaigns, and a new study reveals the full brand impact of radio, livestream and podcasts
Read more »In marketing measurement, a 'little and often' approach is critical to long-term success. Just as putting a small amount of money away regularly builds up a nest egg, so measuring every campaign every time boosts marketing effectiveness, capitalises on campaign successes, reduces failures, and builds future value.
Read more »From a metrics and measurement perspective, 2023 will be the year of advertisers trying to understand and improve.
Read more »We are happy to announce that we have released an updated version of the Brand Metrics Portal. Our Portal, the heart of the platform, has basically been looking the same since its birth, five years ago and now it was about time for us to give it an update.
Read more »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.
Read more »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.
Read more »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.
Read more »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.
Read more »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?
Read more »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.
Read more »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.
Read more »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.
Read more »Branding is finally coming of age in digital – and it's all thanks to measurement.
Read more »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? <br> Spoiler: it can, our client director Anette Hallgren explains the difference mobile measurement can make to brands’ channel choices.
Read more »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?
Read more »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.
Read more »Brand lift studies give us the opportunity to measure the actual "lift", in other words, the value of branding campaigns.
Read more »How have traditional campaign effectiveness measurements evolved? Experts from Jellyfish, Webrepublic, GSK, Precis and Wavemaker sound off in our latest blog.
Read more »...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.
Read more »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?
Read more »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.
Read more »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.
Read more »"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.”
Read more »"In an ideal world, we would have brand uplift measures for all aspects of each and every campaign."
Read more »“For premium publishers, brand lift is a good way of producing objective proof of more impactful environments, and thereby justifying higher CPMs.”
Read more »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.
Read more »"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."
Read more »“Brand Metrics’ key strength is its neutrality – and that is why I’ve been campaigning for publishers here to start using their tech.”
Read more »“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.”
Read more »"For premium, quality publishers, measuring branding effects is absolutely fundamental. There is a need to diversify beyond performance alone."
Read more »"What we effectively have now is a feedback loop on campaign outcomes, so we are better able to improve those outcomes for our customers.”
Read more »"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."
Read more »"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."
Read more »This data provides unique insight on the impact of Covid-19 on the digital ad market.
Read more »The more brand lift data a media owner collects, the better advice they are able to give. Now there is evidence...
Read more »Building a strong brand means increasing the likelihood of people interacting, which, in turn, means increasing the likelihood of sales...
Read more »Sometimes targeting is the right decision when running digital campaigns. Sometimes it is not. To help decide, marketers have to look at...
Read more »Optimal frequency is typically higher than what is reflected in the average digital campaign plan. It also varies depending on...
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