Quantcast launches brand advertising solution, Brand Lift Live
Global advertising technology company Quantcast has launched a suite of new solutions set to help digital marketers measure and optimise brand advertising.
The new solutions will enable marketers to seamlessly plan, activate, and measure video, native and display brand campaigns across the web and on connected TV (CTV), allowing them to measure and optimise brand advertising as effectively as their direct response campaigns.
“As demand for programmatic brand advertising grows in Asia Pacific, our aim is to simplify things for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback,” said Andrew Double, APAC vice president at Quantcast. “We’re excited to introduce our streamlined take on integrated brand advertising, with automated optimisation and timely measurement of impact.
“CTV is an increasingly important channel for marketers in the region, but many brands lack a clear and insightful way to measure its impact. Brand Lift Live is changing the measurement game, helping marketers clearly and easily understand the impact of brand advertising, optimise on live campaigns, and deliver ROI to their businesses.”
The first of these solutions is Brand Lift Live, an integrated, real-time survey solution that enables marketers to optimise campaigns continuously against the brand awareness and consideration metrics that really matter, rather than limiting substitute metrics such as viewability and click-through rate (CTR).
Within the Quantcast Platform, Brand Lift Live uses statistically controlled survey groups to measure the real-time impact of ads throughout a campaign, allowing for refinement of campaign audiences and delivery characteristics to maximise the impact of every marketing dollar.
“We started with a simple question ‘how can we make brand budgets work harder?’ and since improvement requires measurement, that’s where we started,” said Peter Day, chief technology officer, Quantcast. “We found that practitioners relied on poor proxy metrics like viewability and CTR because assessing what they really care about – recall, awareness, and consideration – in a timely and precise enough manner to support campaign optimisation was simply too hard. Brand Lift Live solves this problem.”
Brand Lift Live’s core capabilities include actionable campaign data, easy configuration and flexible survey options. Using the solution, campaigns can be configured in minutes and monitored and adjusted to promote consistent performance and delivery. Alongside Brand Lift Live, additional platform insights examine the incremental reach of campaigns across web and CTV and the downstream contribution these brand activations deliver to performance campaigns and conversions.
Quantcast has also launched a new module for its free educational program, the Quantcast Academy. The new course will provide marketers with an understanding of the changing landscape of TV advertising, including the CTV ecosystem, measurement and combatting ad fraud in CTV.
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