Brandfacts | How effective are digital campaigns, really?
Brandfacts, our digital impact measurement tool for online display and video campaigns, has the answer. 635 impact measurements in 2024 — across Belgium and the Netherlands — show that advertising on the Trusted Web delivers an average brand lift of 9.05%. That figure exceeds the general BeNeLux benchmark and is a strong testament to the effectiveness of our channels.
And there's more: from this year onwards, advertisers can also measure the impact of Connected TV campaigns on VTM GO — and all of this without relying on traditional research panels. Hello, meaningful insights into awareness, consideration, preference and action intent. Read on and discover how Brandfacts helps you understand and improve the impact of your digital campaigns.
A quick refresher: what is Brandfacts?
Brandfacts is DPG Media's impact measurement tool for digital campaigns (display, short-form video & Connected TV since January). Using a smart algorithm from Brandmetrics, we measure both the impact of your campaign and the performance of your brand. In Brandfacts terms: Brand Lift on one hand and Brand Standing on the other. Through a simple survey, we measure Brand Lift and Brand Standing across four separate parameters — covering the upper, mid and lower funnel: awareness, consideration, preference and action intent.
More Brandfacts data than ever in 2024
In 2024, Brandfacts impact measurements ran across display and short-form video campaigns as usual. With 635 campaigns in Belgium and the Netherlands, 2024 was a record year in terms of volume. But let's focus on quality: in 2024, digital campaigns on DPG Media's platforms averaged a brand lift of 9.05%. That puts us ahead of the Benelux publisher benchmark from Brand Metrics (8.75%) — the company powering the Brandfacts technology. Awareness was the biggest contributor at 2.68%, followed by consideration (2.62%), preference (2.21%) and action intent (1.54%). The takeaway? The lower funnel takes more effort to move — though a lower-funnel uplift may also deliver value faster.
New for Brandfacts research: we can now measure the impact of Connected TV campaigns on VTM GO
Since January 2025, advertisers can measure the brand lift effect of their campaigns via Connected TV in real time on the streaming platform VTM GO, without relying on traditional research panels. This innovation makes it possible to measure key indicators such as awareness, consideration, preference and action intent. Building on the success with VTM GO, DPG Media plans to roll out this technology to other platforms, including RTL play. Stefan Havik, CDO of DPG Media: "This initiative combines the impact of television with the precision of digital, enabling advertisers to better understand the impact of these campaigns."