ad effectiveness

A Costly Ad Measurement Mistake and How to Avoid it

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 Outdated ad measurement techniques can result in misleading insights because they do not account for the flood of additional factors that accompany digital advertising.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

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

  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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Online Ad Effectiveness Research Grows Up

“The days of giving digital a pass are over. It’s time to grow up.” -Marc Pritchard, Chief Branding Officer, Procter & Gamble, January 2017 When the CBO of P&G tells us to grow up, we listen. And after speaking with clients at last month’s Media Insights Conference, it’s clear that there’s consensus: online advertising research …

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Trust but Verify: Multichannel Targeting Verification at Scale

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

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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Why OTS-Based Exposure is Problematic in Brand Effectiveness Measurement

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

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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decay car

How to Prevent Brand Decay with Targeting Verification

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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