Relevant key performance indicators (KPIs) have become increasingly important over the last decade for evaluating the impact of marketing and media spending. Today, numerous companies offer products that measure “ROI” and “lift,” But, for many, it is difficult to differentiate them. This prompted the Online-Offline Metrics Working Group of the ARF’s Cross-Platform Measurement Council to create: The Guide to Lift and ROI Measurement Products. This comprehensive report highlights the product offerings of 27 companies in the space.
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Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.
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No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.
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In this fascinating presentation, Dr. Emmanuel Probst, SVP of Brand Health Tracking at Ipsos and author of Brand Hacks — How to Build Brands by Fulfilling the Human Quest for Meaning, covered the major thrusts of his book and research and how it relates to the current pandemic. He made sure to impress upon viewers the importance of brands building upon meaning. Since we live in such dark times and consumers are consuming more media, it’s important to convey positive emotions in ads, stand out, be authentic and connect, even daily, to your brand’s purpose. Although if the brand doesn’t have a purpose, that’s okay too.
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