Quantcast, a global advertising technology company, has announced a suite of solutions for digital marketers to plan, activate, and measure video, native and display brand campaigns across the web and on connected TV (CTV).
With Quantcast Platform, marketers can measure and optimise brand advertising as effectively as their direct response campaigns.
Andrew Double, APAC vice president at Quantcast, said: “As demand for programmatic brand advertising grows in Asia Pacific, our aim is to simplify things for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback.
“We’re excited to introduce our streamlined take on integrated brand advertising, with automated optimisation and timely measurement of impact.
“CTV is an increasingly important channel for marketers in the region, but many brands lack a clear and insightful way to measure its impact. Brand Lift Live is changing the measurement game, helping marketers clearly and easily understand the impact of brand advertising, optimise on live campaigns, and deliver ROI to their businesses.”
At the heart of the product suite is Brand Lift Live, an integrated, real-time survey solution that enables marketers to optimise campaigns continuously against the brand awareness and consideration metrics that really matter, rather than limiting substitute metrics such as viewability and click-through rate (CTR).
Within the Quantcast Platform, Brand Lift Live uses statistically controlled survey groups to measure the real-time impact of ads throughout a campaign, allowing for refinement of campaign audiences and delivery characteristics to maximise the impact of every marketing dollar.
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