In an innovative leap forward for digital advertising effectiveness, Brand Metrics, a global technology company renowned for its work with publishers and broadcasters, announces a strategic partnership with Paramount ANZ. This collaboration is set to redefine the landscape of digital advertising by introducing a state-of-the-art brand lift measurement technology specifically designed for the evolving needs of the media industry.
Paramount ANZ, in a bold move to stay ahead of market demands, has adopted Brand Metrics’ pioneering measurement technology. This decision ensures that marketers leveraging Paramount ANZ’s channels can now thoroughly validate and enhance the impact of their connected TV (CTV) advertising efforts within the broader marketing spectrum.
The partnership also heralds the development of a groundbreaking brand impact study, in collaboration with Innovid, an independent advertising platform. This study aims to provide invaluable insights into the brand and business key performance indicators (KPIs) achieved through CTV campaigns aired on Paramount ANZ’s platforms. Engaging viewers with real-time survey responses and feedback via their remote control, this initiative marks a significant advancement in measuring advertising effectiveness.
Rod Prosser, Chief Sales Officer at Paramount ANZ, emphasizes the strategic importance of this initiative, stating, “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. 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 of Brand Metrics, further highlights the significance of this collaboration, “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.”
Brand Metrics’ reputation for enhancing digital campaign effectiveness is well-established, with a portfolio of collaborations with leading publishers and broadcasters globally, including The New York Times, The Guardian, Bloomberg, Financial Times, and News Corp. This new partnership with Paramount ANZ signifies a pivotal moment in digital advertising, offering organizations the tools to capture independent data on their digital ad campaigns’ effectiveness in a simple, cost-effective, and comparable manner.
