Native and sponsored content campaigns can be one of advertising's most powerful tools, blending a brand's message seamlessly into a trusted publisher environment. But that seamlessness makes an obvious question hard to answer: did it work?

Digital audio has long been one of the hardest channels to prove brand impact for. FD Mediagroep wanted to show advertisers the real outcomes its audio inventory delivers, not just downloads and listens.

South Africa saw smartphone ownership and mobile usage grow rapidly, yet advertising budgets stayed weighted toward desktop, despite mobile already accounting for the majority of page views on 24.com's sites.

Brand Metrics is extending brand lift measurement to digital audio, including streaming audio and podcast inventory. The problem Audio remains one of the least measured channels in a media plan. Without a screen to …

Brand Metrics is extending brand lift measurement to in-stream and out-stream video, using the same methodology already used for display. The problem Video budgets have historically been judged on delivery, whether an ad was …

One key metric that's gaining prominence is brand lift. It helps brands understand the impact of their retail media campaigns on awareness, consideration, preference and purchase intent. But what exactly is brand lift, and …

The growth of CTV ad revenue is forecast to reach $38.3 billion in 2024, a 20.1% increase year-on-year, so it came as no surprise to see many sessions at Cannes Lions 2024 focusing on …

In the evolving digital marketing landscape, native advertising has become a critical tool for engaging consumers more deeply than traditional ads. In this piece, Anders Lithner, CEO of Brand Metrics, shares insights on the …

Connected TV (CTV) advertising, characterized by its expansive reach and potential for engagement on larger screens, presents a set of unique challenges and opportunities for advertisers. The immersive and cinematic experience offered by CTV …

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 …