Only 1 in 4 campaigns being measured for brand impact - report

Josh Hall's picture

Less than 25 per cent of all digital campaigns are being measured for brand impact, with most marketers ignoring it altogether.

This is according to a new study from On Device, a research company specialising in marketing effectiveness.

They say that even amongst those marketers who are measuring the brand impact of campaigns, there are questions regarding whether the results are being applied strategically.

The company found that the majority of brand effectiveness measurement is carried out by media owners as a way of justifying client spend, as opposed to by independent researchers to help brands make better strategic decisions.

On Device also suggest that brand effectiveness monitoring is highly efficient: according to their study, brands who more frequently measured it, and then applied the results strategically, saw shifts in brand perception of up to 20 per cent.

Commenting on the research Alistair Hill, CEO of On Device Research, said: “While agencies claim that the majority of digital ads are assessed using brand metrics, the majority of campaign measurement reports employ behavioural and delivery metrics such as clicks, likes or video views, as brand proxies, despite the fact they have no proven link to brand uplift.

"We hope the insights revealed in the ‘State of Digital Brand Measurement’ report enables brands, agencies and their media partners to dig deeper into the true brand impact of their digital advertising campaigns.”

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