Articles in Brands
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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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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Brand Metric’s asks the experts! What are your views on brand lift measurement? Do you request it on campaigns you are responsible for? Do you often receive it?
...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.
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Have you noticed any changes in the balance between direct response and branding campaigns in recent times? If so, what do you feel has been driving this?
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?
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What main roles does digital display advertising play in building the brands you are responsible for?
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.
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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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