Articles in Metrics
The five things I learnt from DMEXCO and Programmatic I/O: A CEO’s Reflection on This Year’s Events
DMEXCO and Programmatic I/O have always been known as hotbeds of innovation, the breeding grounds for industry trends - but this year's events were unlike any other.
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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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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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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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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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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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How BurdaForward used Brand Lift Measurement at Scale to Drive Revenue
“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.”
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How Media24 used Brand Lift Measurement at Scale to Drive Revenue
"For premium, quality publishers, measuring branding effects is absolutely fundamental. There is a need to diversify beyond performance alone."
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How Local Publisher JPI Media used Brand Lift Measurement at Scale to Drive Revenue
"What we effectively have now is a feedback loop on campaign outcomes, so we are better able to improve those outcomes for our customers.”
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How the Ozone Project Uses Brand Metrics to Reinforce the Value of its Platform
"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."
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How Ster used Brand Lift Measurement at Scale to Drive Revenue
"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."
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How publishers are becoming strategic advisors
The more brand lift data a media owner collects, the better advice they are able to give. Now there is evidence...
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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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