How to measure attention
In a recent article on DPG Grow we looked at how it was becoming increasingly difficult to measure online advertising using tools that use third party cookies due to technological and legal changes. We also looked at the three technologies that advertisers increasingly use to make sense of their digital investments:
Privacy Preserving Measurement
Market Mix Modelling.
Brand Lift Measurement.
For many advertisers the privacy preserving measurement (PPM) technologies that will be integrated into ad servers such as campaign manager & to a degree will fill in the knowledge gaps left by Apple’s technology changes and the death of the 3rd party cookie in Chrome but are only useful in instances where a conversion happens online & on one device.
Market Mix modelling is a brilliant compliment to PPM that helps advertisers work out the contribution of all channels on to business metrics such as sales lift, but provides a less immediate and fine grained view of performance.
Brand lift measurement is perhaps the perfect intermediary approach to measurement, it provides site level performance data the advertisers crave and gives them insight into the effect of their advertising on a wide range of metrics.
Brand Facts
DPG Media has invested in brand lift measurement over the past 24 months, our solution is called BrandFacts & it allows our customers to understand:
Awareness - Whether or not people that saw our partners adverts are more aware of their product or service than they were previously.
Favorability - Whether or not people that saw our partners adverts feel more positively about the product or service than they were previously.
Consideration - Helps partners understand whether people that have seen their ads on the trusted web are considering buying their product or service.
Purchase Intent - Helps our advertisers understand whether people that have seen their ads on the trusted web intend to buy their product or service.
Not only does BrandFacts give our advertising partners deep insight into the business impact of advertising on our sites & apps it’s also totally future proof as it doesn't use third party cookies.
Unlike other technologies where DPG Media has chosen to build tools in house (like our clean room DataLab) for brand lift measurement we have chosen to partner with a market leading specialist called, BrandMetrics.
We have partnered purposefully because we think impartiality is vitality important & is something sadly missing on some platforms. The tool itself uses logistic regression which affords our clients two key benefits:
It gives insight into what matters much quicker than control and exposed brand lift studies, because they do not need to recruit control & exposed respondents to surveying.
Because all respondents can be exposed, brand advertisers do not need to limit the reach of their campaigns to understand their impact.
Conclusion
At DPG media we feel that all three forms of measurement will have a role to plan in digital advertising moving forward, but feel that brand lift measurement solves for many of our clients needs to understand the impact of campaigns at a granular level. Because of this we have invested in this to prove the value of advertising on the trusted web to them.
We are making this technology free on all mid size campaigns, so it is available to as many of our partners as possible. By doing this they will see by just how much advertising on the Trusted Web outperforms our competitors be that other media titles or indeed the platforms.
If you would like to find more about this product, please visit this page. If you would like to learn how you can deploy BrandFacts on your next campaign please reach out to us here.
Finally in March we will be releasing benchmarks which show how much brand lift advertising with DPG media can drive for your brand, to find out how we drive 30% more brand lift than our competitors, be sure to check DPG Grow next month.