Articles in Effectiveness

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Taylor Sturtevant: Brand Metrics' own Rising Star

Our Customer Success Director in the US, Taylor Sturtevant has landed a spot on the shortlist for the Ad Tech Rising Star category at ExchangeWire's #TheWires2023 awards.

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.

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.

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.

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.

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.

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?

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.

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.

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?

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.

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.

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.

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.”

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."

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.”

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.