Australia – Brand Metrics, a global technology company that specialises in digital advertising for publishers and broadcasters, has announced a collaboration with Paramount ANZ. The partnership aims to introduce brand lift measurement technology on a large scale, meeting the demands of a rapidly changing media landscape.
Paramount ANZ has chosen to integrate Brand Metrics’ measurement platform to improve the validation and amplification of connected TV (CTV) advertising within the broader marketing mix. Marketers who use Paramount ANZ channels may now use Brand Metrics’ new solutions to validate and improve the effectiveness of their CTV advertising campaigns.
The brand impact study, which was conducted in collaboration with the independent advertising platform Innovid, is expected to provide valuable insights into brand and business key performance indicators (KPIs) obtained from connected TV (CTV) commercials broadcast on Paramount ANZ channels. Viewers interact with the campaigns by delivering real-time survey replies and feedback via their remote controls.
Rod Prosser, chief sales officer at Paramount ANZ, said, “Proof of performance is a key pillar in our strategic approach for 2024. The industry is shifting towards an outcome-based approach, so there’s an expectation that effective marketing is built on understanding what’s driving results.”
He added, “We’re closing the loop for marketers by providing more meaningful metrics that demonstrate the role and power of CTV advertising within their marketing mix and empowering them to respond to trends and insights to achieve business outcomes.”
Meanwhile, Elwin Gastelaars, chief revenue officer at Brand Metrics, stated, “Paramount ANZ is committed to delivering measurement at scale, with consistency and methodological accuracy – arming its team with data-led evidence to inform planning. Using such tools to measure effectiveness sets Paramount ANZ apart, providing a unique opportunity for advertisers to drive efficiencies and deliver on brand outcomes.”
“Brand lift data can help to open up additional opportunities which speak to the many wants and needs of audiences. We are delighted to work with such a prestigious partner; empowering it to gather independent data which enables its team to measure uplifts in awareness, consideration, preference and action intent,” Gastelaars added.
