Articles in Performance
Brand lift metrics: The key to performance marketing in 2023
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 boosts marketing effectiveness, capitalises on campaign successes, reduces failures, and builds future value.
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Unlocking mobile's branding potential
Anette Hallgren, Client Director at Brand Metrics, says all that brands need to have confidence in mobile as a branding medium, is access to the right metrics.
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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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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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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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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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Strong brand = more interaction = more sales
Building a strong brand means increasing the likelihood of people interacting, which, in turn, means increasing the likelihood of sales...
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