Articles in Brand lift
Jellyfish’s Programmatic Director Kate Mezzanotte on Campaign Measurement Best Practice for 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.”
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Webrepublic Head of Programmatic Damian Chandler on CPMs & Changing Minds with Brand Uplift
"In an ideal world, we would have brand uplift measures for all aspects of each and every campaign."
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GSK’s Jerry Daykin on What Regular Brand Uplift Measurement Means for Both Brands & Publishers
“For premium publishers, brand lift is a good way of producing objective proof of more impactful environments, and thereby justifying higher CPMs.”
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How Measuring Vaccine Success Holds the Key to More Successful Campaigns
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.
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Precis Digital Programmatic Lead Caroline Franzén on Opportunities and Challenges in Brand Lift Measurement
"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."
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GroupM Media Agency Wavemaker’s Approach to Brand Uplift and Campaign Measurement
“Brand Metrics’ key strength is its neutrality – and that is why I’ve been campaigning for publishers here to start using their tech.”
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How brand lift has been affected by the pandemic
This data provides unique insight on the impact of Covid-19 on the digital ad market.
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When to use targeting...and when not to
Sometimes targeting is the right decision when running digital campaigns. Sometimes it is not. To help decide, marketers have to look at...
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What is an optimal frequency level?
Optimal frequency is typically higher than what is reflected in the average digital campaign plan. It also varies depending on...
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