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Mediacorp to help clients measure brand uplift after bringing Brand Metrics onboard

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By Shawn Lim, Reporter, Asia Pacific

October 1, 2021 | 3 min read

Mediacorp has joined forces with analytics firm Brand Metrics to offer its clients brand uplift studies about their advertising campaigns.

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Marketers are increasing their focus on brand building for the long haul and are relying less on short-term metrics

“As advertisers increase their digital ad spend, they look beyond impressions and clicks to the more important values of brand lift and action intent to measure the real impact of a campaign on their brand,” said Jennifer Chase, vice-president, digital sales, solutions and operations at Mediacorp.

“We are pleased to partner Brand Metrics in offering this simple, cost-effective and comparable solution for our clients to measure brand uplift across the consumer purchase path. This, in turn, enables them to adjust their messaging, investment or strategy accordingly for the best possible ways to grow their brands.”

How are Mediacorp and Brand Metrics working together?

  • As the advertising market starts to bounce back from the challenges brought about by the pandemic, marketers are increasing their focus on brand building for the long haul and relying less on short-term metrics.

  • Studies by Brand Metrics have shown that digital advertising on premium platforms continues to be effective in helping businesses achieve overall brand uplift.

  • Mediacorp’s advertisers can measure the impact of a digital campaign, covering key metrics such as awareness, consideration, preference and action intent.

  • A single-question survey measures consumers’ attitudes toward a brand, from which crucial qualitative insights into the success of a client’s campaign can be derived.

  • The technology can be used regardless of campaign size and cost and allows results to be compared against those of other campaigns in the competitive Singapore environment and other parts of the world.

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