Opinions
Ideas & thinking from our customers, industry experts and our own team members.
Connected TV: The measurement challenge
Explore challenges & opportunities of Connected TV (CTV) - Robby Kraai, Head of CTV at Brand Metrics, shares insights in our latest blog. Learn how advertisers measure brand lift in the CTV landscape
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Why a spread of metrics is critical for measuring
Brand Metrics’ Anders Lithner on why a spread of metrics is critical for measuring campaign performance - and a warning about the limitations of research panels
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Brand lift metrics: The key to performance marketing in 2023
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.
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Predicting a time of improvement through understanding
From a metrics and measurement perspective, 2023 will be the year of advertisers trying to understand and improve.
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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.
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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.
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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.
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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.
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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?
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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.
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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.
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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.
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Unlocking brand spend by delivering the metrics advertisers need
Branding is finally coming of age in digital – and it's all thanks to measurement.
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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? <br> Spoiler: it can, our client director Anette Hallgren explains the difference mobile measurement can make to brands’ channel choices.
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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?
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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.
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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.
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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.
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