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Branding Becomes More Measureable and Other 2016 Predictions

Volume 5, Issue 12 - December, 2015

Bill Muller, CMO, Visual IQ

Today, marketers are using an ever-increasing number of online, offline, and mobile channels to reach and engage with consumers. Just as marketing as a discipline doesn’t stand still, neither does the technology that’s used to measure its effectiveness. Here’s a look at some of the biggest trends that will impact marketing performance measurement in 2016.

Marketing Attribution Extends to Branding
More and more marketers have embraced advanced attribution as a way to measure, predict, and improve performance. But to date, attribution has primarily been a direct response (DR) exercise, providing DR marketers with a clear line of sight between their efforts and bottom-line metrics such as sales, revenue, ROAS and ROI. Marketers responsible for branding, on the other hand, have followed a much bumpier road. With responses to branding efforts often taking the form of multiple brand engagement actions, brand proxies, or KPIs established through post-campaign surveys, brand marketers have struggled to use these metrics in combination to gain an understanding of campaign performance. With many brands and verticals (consumer packaged goods, pharmaceuticals, etc.) still spending a vast majority of their marketing dollars on branding activities, expect attribution to become a tool for quantifying the impact of branding efforts in 2016, in addition to direct response. By incorporating multiple brand engagement activities into a single currency or KPI metric, these enhanced attribution capabilities will provide brand marketers with a unified view of media’s true impact on brand engagement, and the ability to optimize their efforts at a granular level in order to drive incremental brand lift.

TV Becomes More Measureable
While digital advertising investments have continued to grow over the last decade, TV still reigns king at many organizations, often accounting for more spending than all digital channels combined. As media consumption becomes more and more addressable, expect marketers to increasingly look for data that helps them understand viewer behavior and the effectiveness of their TV advertising investments. Advanced TV attribution methodologies will make this possible by collecting granular TV impression data and enabling marketers to measure TV’s impact on digital responses for each attribute of TV advertising, such as network, telecast, daypart, and more. As a result, marketers will not only be able to measure and optimize their TV buys at a more granular level, but also on a much faster cadence than allowed by traditional, survey based measurement methods.

Campaigns Will Be Optimized Across All Screens
From mobile phones and tablets to laptops and desktops, today’s consumers are using an ever-increasing number of devices to access the Web, search for information, make purchases, and more. Even if a brand isn’t running campaigns across devices, consumer responses are still being harvested in greater numbers across multiple device types. As m-commerce continues to grow in 2016, expect marketers to look for solutions that enhance their understanding of their marketing’s true reach across all channels and devices, as well as how to best allocate their spend by device in order to meet their goals. By de-duplicating unique users that are exposed to marketing touchpoints across multiple devices, these solutions will provide marketers with a more holistic view of their consumers’ paths to conversion, and the ability to more effectively allocate their budget by device type.

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