Consumer insights automation platform Zappi and research and measurement firm Survata have teamed up to create Zappi AdPulse — an “always-on” attitudinal ad metric that provides measurement insights in real time while a campaign is still running.

Going beyond behavior. For a while now, advertisers that have been longing for metrics beyond clicks and conversions have been turning to technology that enables the measurement of KPIs such as emotion and intent. Zappi’s Ad Pulse uses a pixel to measure the brand impact of other metrics such as familiarity, awareness, consideration and usage.

“If if you look at the digital measurement market today, it’s primarily behaviorial metrics, which we know has flaws, doesn’t offer great insight and doesn’t answer the question of ‘why’,” Marcus Linehan, Zappi’s EVP for advertising and brand effectiveness, said. “To truly understand performance of advertising, we need to go deeper than behavioral metrics and measure using attitudinal-based metrics.”

Why you should care. Comprehensive brand-lift studies are often cost-prohibitive for smaller campaigns. Linehan acknowledges that other firms provide comparable insight on ads, but said that it usually comes too late — after the campaign has run. By getting information while the campaign is running, advertisers are able to optimize in real time and get results sooner.

“Brands now have a continuous and consistent way to know whether an ad drove brand impact on important key performance indicators (KPIs),” Linehan said.