ad effectiveness Archives

Introducing On-Target Profiles and Reach: A Holistic View of Campaign Targeting

Leave a Comment / ad effectiveness, Ad Measurement / By Ken Archer

Brand campaigns aren’t one-dimensional. They’re complex and creative and designed to change minds and behaviors across diverse audiences engaging with all sorts of media. Yet legacy measurement platforms remain stuck in a one-dimensional world, relying on small groups of paid participants which ultimately give a skewed view of reach and lift. As campaigns expand across …

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How to Prevent Brand Decay with Targeting Verification

ad effectiveness, BrandLift / By Ken Archer

Established brands often underestimate the need for brand marketing. It’s an understandable assumption — with high levels of brand awareness, why bother investing in brand campaigns? If enough people already know about your brand, won’t they continue to think highly of you – and buy your products – regardless of advertising? But even the most …

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From Ad Engagement to Civic Engagement: Upwave and Chalice Partner to Mobilize Voters

ad effectiveness / By Joel Sadler

Practically everything that’s central to brand marketing (Is this person favorable towards our brand? Do they intend to purchase our product?) holds true in politics (what’s this voter’s view on our candidate? Are they going to vote for her?). Brand campaigns and political campaigns share a common need to understand — and impact — consumer …

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Why OTS-Based Exposure is Problematic in Brand Effectiveness Measurement

ad effectiveness, Ad Measurement / By Joel Sadler

Do you remember what days you wore green last week? What about the roads you drove yesterday? You might have a general idea (“I think I wore my new sweater Wednesday”) or perhaps the options blur together (“I pick the kids up on Academy St. but what errands did I run…”). You may be surprised …

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Spread the Word, Not the Virus: Measuring the Effectiveness of a Public Health Campaign with Gumgum and the AdCouncil

ad effectiveness, Ad Measurement, COVID-19 / By Joel Sadler

Did you remember your mask? Are you staying at least six feet away from the people around you? Did you really wash your hands for two rounds of “Happy Birthday”? With so many prevention measures to keep in mind throughout the COVID-19 pandemic, we wondered: would folks remember an ad campaign? Could advertising really make …

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A Family Affair: The Reality of Household Device Sharing

ad effectiveness, Ad Measurement / By Joel Sadler

Measurement of advertising outcomes relies upon data that tells us who saw an ad. But how can we know for sure who saw an ad if they’re using the same devices as their spouse, parent, or child? Think of the mom passing her iPad to her daughter at the dinner table; the teen doing homework …

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Trust but Verify: Multichannel Targeting Verification at Scale

ad effectiveness, For Advertisers / By Joel Sadler

Nearly all media executives have been there. The company’s most strategic and expensive multi-channel ad buy of the year has been running for a month. You’re sitting in the conference room (virtually these days) reporting interim results to your colleagues when the reality sets in: the campaign is not performing as hoped and you aren’t …

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A Costly Ad Measurement Mistake and How to Avoid it

ad effectiveness, Ad Measurement, data-science, Thought Leadership / By Ally Buzzanga

There are measurement techniques that worked for offline advertising that fail when used to measure digital advertising – and yet, the industry continues to apply them. Outdated ad measurement techniques can result in misleading insights because they do not account for the flood of additional factors that accompany digital advertising. Given digital advertising is growing …

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What Chrome’s Privacy Protections mean for Brand Lift Measurement

ad effectiveness, privacy, Tech / By Ken Archer

Google announced yesterday new privacy controls for users of its Chrome browser. Browser privacy moves – like the ITP feature of Safari and Firefox – can be confusing and raise questions about the impact on ad effectiveness measurement. For advertisers measuring brand campaigns, Chrome’s changes don’t affect the ability to measure brand sentiment for users …

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Tying Viewability & Persuasion Analytics: Upwave Teams with Oracle Data Cloud on Moat Analytics Integration

ad effectiveness, Ad Measurement, Tech / By Chris Kelly

Upwave Teams with Oracle Data Cloud on Moat Analytics Integration Collaboration correlates viewability and brand-lift data so brands can optimize digital advertising SAN FRANCISCO — Upwave, a leading brand advertising measurement company, today announced a collaboration with Oracle Data Cloud to integrate attention data from its ad-viewability platform Moat Analytics with brand impact data from the Upwave Brand Measurement platform. …

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