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Brand awareness is top of mind for PepsiCo’s senior director of media strategy and investment Katie Haniffy. And PepsiCo is focused on adjusting its brand awareness campaigns. Continue reading » The post BrandLift Matters, Even For PepsiCo appeared first on AdExchanger.
Dynata, the world’s largest first-party data platform for insights, activation and measurement, expanded its partnership with Google as a third-party brand-lift measurement provider approved to include YouTube as part of a cross-media study. ” Marketing Technology News: MarTech Interview with Douglas Thede, CEO at Lytho.
For example, just changing their payment terms or measuring ROI based on brandlift rather than impressions would go a long way, said Rhonesha Byng, the. Continue reading » The post Black-Owned Media Nonprofit BOMESI Is Breaking Down Barriers To Monetization appeared first on AdExchanger.
Dig deeper: Why B2B marketing needs brand building more than lead gen 2. BrandliftBrandlift studies remain a core solution to measure brand marketing efforts. Brandlift studies measure shifts in perception by analyzing consumer sentiments pre- and post-campaign.
The premium nature of TV has long made the channel a valued investment for brands, but as the connected TV ecosystem grows and fragments, the challenges of measuring that return on investment can make it hard to prove the effectiveness of TV advertising. “If there is no attention, that can be no brandlift.
Creators and Brands that Utilize the Audioboom platform Can Now Leverage Veritonic’s Industry-Leading Audio Attribution and BrandLift Technology for Audio Measurement. Marketing Technology News: Perficient and Infor to Showcase Multilingual Digital Experiences at Sitecore Symposium.
Creators and Brands that Utilize the Acast Platform Can Now Leverage Veritonic’s Industry-Leading Audio Attribution and BrandLift Technology for Audio Measurement. Marketing Technology News: MarTech Interview With Tal Klein, CMO at Relay Network.
But they’re also reaching back into their toolkits to rediscover legacy tactics and strategies like direct buying, contextual targeting, and brandlift studies. When used for display ads, contextual also serves to protect brand safety by ensuring that ads are placed in premium digital environments.
Dig deeper: Balancing the human-to-AI mix in B2B marketing Develop ROI frameworks for brand marketing More and more marketers are being asked to quantify the value of brand marketing in financial terms. Business leaders understand brand equity matters but want more precise insights into how marketing helps build it. .”
“There will be a move away from brand awareness to activation, performance, measurement and ROI,” said Sir Martin Sorrell , who has experienced multiple recessions in his lifetime—from the economic downturn in the early 1990s through to the global financial crisis in 2008.
The summit highlighted the creative testing and measurement practices that are furthering campaign relevance, amplifying on-brand messages, and increasing ROI. This year, we will see more brands adopting audio-first marketing and media strategies that will deliver unmatched ROI and brandlift at a time when they need it the most.”
Dynata Expands Partnership with Google, Becoming Cross-Media Brand-Lift Measurement Partner for YouTube. Amid rapid digitization, consumers have many various touchpoints where they can begin their relationships with a brand. A Crash Course on Email List Scrubbing: How to Declutter Your Email Marketing List and Boost ROI.
How to ensure first-party data drives ongoing ROI for CPGs. To help meet their brand marketing goals, CPGs have primarily focused budgets on the highly scalable third-party audiences curated by vendors and agency partners. brandlift survey, ad impression/frequency management) rely heavily on third-party cookies.
We will continue to see a modernized brandlift measurement that is essential to gauge progress, identify the need for course correction, and determine success. How can brands today drive more ROI from their online ad campaigns, while also enhancing the overall contextual experience?
Here are some more reasons you should care about marketing analytics: It provides tangible data around paid marketing initiatives — CPC, CPL, ROI, and brandlift. It validates marketing expenses by tying ROI to initiatives. Measuring ROI from marketing and advertising initiatives. marketing attribution ).
Comscore conducted a brandlift study on behalf of GumGum and Frameplay to measure overall campaign performance for Johnsonville. The results of the campaign reinforce the power of intrinsic in-game ads for brand recall, awareness and purchase intent.
Many media platforms provide brandlift studies. You can also conduct advanced analyses like halo studies or incrementality tests to better understand the lift. It’s unlikely you’ll win a customers if you’re not known to the buyers before they’re in the market. Ask your representative or customer support for guidance.
It will also feature a bolstered contextual offering, which WBD says will help optimise campaigns and drive up ROI. This fundamental shift underscores the importance for media owners to harness the power of first-party data and audiences,” said Mike Rich, head of ad sales and brand partnerships at Warner Bros.
When considering performance, 43% of marketers cite that CTV/OTT spend increases are driven by the ability to achieve brand awareness and performance marketing goals. 97% of CTV/OTT advertisers agree that advertising on premium video content can improve ROI performance goals.
This research examines the effectiveness of cross channel marketing to present findings that point to an optimized level of mobile spend that is proven to increase campaign ROI without increasing overall marketing budgets. The MMA reviewed AT&T’s media budget based on their goal to build brand awareness for the new device.
Full-funnel measurement provides insights to optimize future campaigns Marketers and brands can’t manage what they can’t measure. With addressable buying, brands can measure brandlift and ROAS more accurately than traditional channels. In advertising, the biggest differentiator is proven outcomes.
To truly maximize ROI, they are now leveraging publishers’ first-party data to garner deep insight into their highly engaged audiences to create hyper-personalized campaigns of target consumers, which include selective creator participation. Leveraging influencer partnerships to drive business outcomes.
For example, some advertiser categories are beginning to drop off, such as brand advertisers. So the publishers are turning to brandlift studies to prove out campaign success, which is also part of their playbook for dealing with Apple’s change destabilizing traditional email metrics. The proof is in the survey.
You can evaluate the quality of a CPM based on a few things, such as: Whether the CPM delivers a return on investment (ROI) and helps drive measurable outcomes on CTV (such as ROAS, cost per visit, cost per acquisition). Whether the value of the CPM unlocks brand-safe, high-quality inventory that can help drive brandlift.
You can evaluate the quality of a CPM based on a few things, such as: Whether the CPM delivers a return on investment (ROI) and helps drive measurable outcomes on CTV (such as ROAS, cost per visit, cost per acquisition). Whether the value of the CPM unlocks brand-safe, high-quality inventory that can help drive brandlift.
Direct response agencies will work with your company to generate immediate ROI and responses from your ad campaigns, assisting with things like: Social media ads: Social media advertisements can be an excellent part of direct response marketing campaigns, due to the excellent targeting capabilities of most platforms.
Be sure to factor in things like: Campaign management time Ad creation (design, copywriting) Testing different options Having a clear sense of budget and an expected ROI helps inform where to invest and how to measure success. Drive brandlift and direct response with creative that inspires. The focus is increasing your ROI.
Gap Bumps Up Brand Spend in Effectiveness Push While many major brands are putting more emphasis on effectiveness and efficiency with their marketing spend, the associated focus on advertising ROI in some cases moves money away from more brand-focussed channels like TV. For fashion brand Gap however, the reverse is true.
AB: OOH advertisers are now focused on measurable outcomes such as social media sharing, foot traffic, coupon redemptions, brandlift, and consumer engagement. This shift towards data-driven approaches is fueled by digital integrations, making campaign performance more transparent.
TikTok was highly effective at driving brandlift, not just performance, and DOOH is a channel with significant potential that has been underinvested in. Jeremy Haft, CRO at Digital Remedy TikToks ad dollars will need to flow elsewhere. One area likely to benefit is Digital-Out-of-Home (DOOH) advertising.
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