On Device Research, a marketing effectiveness company conducted in-depth interviews with media agency leaders.
This piece says that less than a quarter of online ads are measured for brand uplift despite the fact that frequent measurements of digital brand impact can lead to higher shifts of up to 20%. Most brands rely on vanity metrics like clicks, ‘likes’ and video views because they are readily available.
Most media owners use brand research for justifying spending rather than for “brand-led strategic planning”. Larger advertisers are also more likely to invest in independent brand research, but smaller brands are more likely to depend on Facebook and Google for analysis.
The Internet Advertising Bureau (IAB) has already been campaigning for better measurement standards for online advertising. According to IAB, behavioural and delivery metrics “have no proven link to brand uplift.”
[3 minute read]