Paramount ANZ has adopted Brand Metrics’ measurement technology.
Rod Prosser, chief sales officer, Paramount ANZ, says proof of performance is a key pillar in the broadcaster's 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 says.
“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.”
Elwin Gastelaars, CRO at Brand Metrics, says 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," he says.
“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.”
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