Thought Leadership Archives

Survival of the Leanest: How Future-Proof Agencies Leverage Automated Ad Ops

For Advertisers, Thought Leadership / By Joel Sadler

The leading agencies of the future won’t be those with the biggest yachts at Cannes or the most floors in Midtown. They’ll be those who do more with less. Agencies today are faced with mounting pressure to streamline their ad operations, and for good reason. There are economic drivers: executing campaigns on tightened budgets; navigating …

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Webinar: How Much Brand Awareness Lift Should I Be Expecting?

BrandLift, Thought Leadership, Webinar / By Ken Archer

Wondering if your campaign is performing well? Unclear how much brand awareness lift to expect from your campaigns? These are commonly asked questions Upwave has set out to answer in a series of studies across hundreds of brand campaigns. In this webinar, Upwave released the first study of a series exploring the effects of baseline …

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Expert Panel: Balancing Brand and Sales Metrics

Thought Leadership, Trends, Webinar / By Ken Archer

Only July 23, 2020, Upwave hosted the latest event in their Masters of Brand Measurement series, drawing hundreds of participants from across the marketing analytics and measurement community. A panel of experts from leading brands, agencies and platforms came together (virtually!) to discuss evolving challenges and approaches to balancing brand metrics and sales metrics. Meet …

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How Upwave’s Privacy Moves Actually Boost Measurement Accuracy

Ad Measurement, Thought Leadership, Trends / By Ken Archer

There are two ways for advertisers and their tech partners to respond to the growth of privacy safeguards such as Chrome’s planned deprecation of 3rd-party cookie support and Apple’s planned changes to IDFA. On the one hand, advertising platforms can resist the arrival of privacy safeguards by using workarounds that are ultimately short-lived. When adtech …

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Campaign Measurement: Perceptions vs. Reality

Ad Measurement, Optimize, Thought Leadership / By Ken Archer

Upwave’s VP of Product, Ken Archer recently presented during the webinar, “Attribution and Measurement,” hosted by Prohaska Consulting. During his talk, Ken outlined Upwave’s framework of measurement types for media campaigns and dispelled some of the misconceptions surrounding measurement. A market map of measurement When it comes to helping clients understand measurement options for …

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4 Essential To-Do’s for Brands in the Midst of COVID-19

Ad Measurement, Branding, COVID-19, Thought Leadership / By Ally Buzzanga

As the number of confirmed cases of COVID-19 continues to rise the world over, brands are compelled to adjust to the crisis rapidly. Consumers have turned on a dime and begun changing their habits drastically, forcing many brands to acknowledge and then react on the fly. The question that now arises is how to react …

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Why Advertisers Should Act on Data That May Not Be Statistically Significant

Ad Measurement, For Advertisers, Optimize, Thought Leadership / By Jim Warner

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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Learnings for External Agencies from ANA’s In-House Agency Conference

Ad Measurement, Thought Leadership / By Ally Buzzanga

A lot of excitement surrounded ANA’s inaugural In-House Agency Conference— so much so that the event sold out three months before the first speaker took the stage. I was excited to attend because Upwave works closely with both brands and their agencies to provide campaign measurement and optimization, and I had a lot of questions …

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4 cautions for CMOs that want to in-house ad-campaign measurement

Ad Measurement, Thought Leadership / By Chris Kelly

“The transition to in-house measurement is wrought with potential landmines.” This column was originally featured in Campaign Magazine. Brands bringing programmatic operations in-house has been all the rage the past few years, with some of the largest ad-spenders in the universe — Target, United Airlines, GlaxoSmithKline — building out their own programmatic teams. And part of that trend …

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