Brand Metrics’ unique algorithm uses a single question with five answer options to provide reliable information on qualitative advertising impact. This can be applied to native, display and video advertising. The survey is integrated on the publishers’ sites and asks selected users about their attitude towards the brand. Results are then collected on the four KPIs of brand awareness, consideration, brand preference and purchase intent – whilst also determining comparative values against industry benchmarks.
Ringier Advertising markets a broad portfolio of Swiss digital brands. These include the own titles of Ringier AG in Switzerland and Ringier Axel Springer Schweiz AG as well as third-party portals such as Bluewin.ch and Le Temps. In partnering with Brand Metrics, it is demonstrating the effectiveness of digital advertising – with Brand Metrics’ automated technology enabling the publisher to prove effectiveness continuously and consistently against advertisers’ key metrics, by measuring brand lift at scale, regardless of campaign size and cost – whilst also providing comparisons.
For instance, a recent campaign conducted by Ringier Advertising and Brand Metrics for L’Oréal, measured in June this year by Brand Metrics, was shown to have delivered brand lift on all four metrics. The study found that, when compared to other beauty brands, skincare brand La Roche-Posay enjoys a strong brand standing on mid-funnel metrics – consideration and preference – but ranks lower on action intent.
Thomas Passen, Managing Director, Ringier Advertising explains: «Ringier Advertising is providing advertisers with the means to measure uplift in awareness, consideration, preference and action intent in a simple, cost-effective and comparable way. For our customers – many of whom are household names, such as L’Oréal – it is not the click rates nor the impressions that are the decisive factor. Yet, for too long, the industry has focused on these in the absence of other data. Advertisers urgently need proof that advertising is achieving their specific objectives. By partnering with Brand Metrics, we are ensuring that brand campaigns deliver, and showing how they can be improved upon according to bespoke objectives. This allows us to have valuable, consultative conversations with all our brand partners.»
Frank Burkhardt, CMO at L’Oréal comments: «It was great to see evidence of high performance on the end-funnel metrics – preference and action intent – thanks to Brand Metrics’ technology. With the overall goal of our recent campaign being to raise awareness about La Roche-Posay – which is recommended by dermatologists worldwide – among Swiss consumers, these initial results are giving our brand team a clear idea on how to forward-plan to ensure the next campaign is even more successful. We are looking forward to building on this to ensure even greater campaign success going forward.»
Anders Lithner, CEO, Brand Metrics adds: «Brand Metrics is proud to extend the partnership with Ringier Advertising to support its brand lift measurement strategy with its client and agency partners. Ringier media brands are worth the premium – now they can prove it while helping advertisers optimise for actual brand effectiveness.»
Brand Metrics provides the only platform to measure brand uplift for digital ad campaigns, including display, branded content and video, even campaigns as small as 50,000 impressions, to ensure publishers have tangible proof of their value for even smaller clients. Simple and powerful, their survey-based SaaS technology calculates brand lift across four key metrics: awareness, consideration, brand preference and action intent and compares these scores against Brand Metrics’ global benchmarks, allowing full comparability from campaign to campaign. Their SaaS technology is used by over 40 global publishers including Bloomberg, MediaFin, JPIMedia, The Ozone Project, Financial Times and Burda Forward, providing them with tangible proof of their site’s value.