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.
The announcement comes after an extensive beta period in which Upwave and Moat worked with dozens of major brands to help them better understand how advertising attention correlates to brand impact.
“The goal of brand advertising is to move the hearts and minds of consumers, and that starts with understanding how and if consumers hear the message,” said Mark Kopera, Head of Product for Moat Analytics at Oracle Data Cloud. “Moat Analytics helps ensure that marketers have an always-on analytics system that tracks how consumers pay attention to ads. By integrating our data with Upwave’s, marketers can see if they are changing people’s minds.”
As mobile growth continues to shorten consumer attention spans, brand marketers are under pressure to prove the brand impact of their advertising. Since consumers are bombarded with thousands of digital ads a day, brands and agencies need smarter ways to measure the link between viewability metrics and brand-impact KPIs like awareness, favorability, consideration and purchase intent.
Upwave has already become a trusted technology solution for marketers looking to measure how advertising influences consumers. Paired with Oracle Data Cloud’s attention data in real-time, marketers not only can track how viewability affects brand impact after an ad runs, but they can also use the data to quickly adjust strategies during a campaign.
“The digital brand advertising landscape today faces an unprecedented amount of uncertainty and volatility, and advertisers are hungry for any and all data that proves their efforts are working,” said Chris Kelly, founder and CEO of Upwave. “Now clients of Upwave and Moat will either be able to prove that digital ads are influencing customers, or have the data to make the correct adjustment on the fly.”
Upwave is a fast-growing measurement technology company that provides Advertising Measurement and Market Research to the world’s leading brands and agencies. The Upwave platform provides the world’s fastest way to measure the branding impact of advertising, and measure the behaviors and opinions of consumers. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors. Learn more at www.upwave.com.
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