Global ad tech firm Brand Metrics, which helps digital publishers prove the value of their online advertising, has announced a new partnership with Avid Collective, an Australian native content company, to provide insights into the success of its clients’ native content campaigns.
The company says the tie-up will enable Avid’s brand partners and agencies to measure the true impact of native content campaigns and fully understand brand uplift across the marketing funnel, in addition to traditional digital metrics such as engagement duration, session times, impressions and reach.
According to Brand Metrics, as part of the partnership, Avid will, for the first time, be able to measure the impact of its native content campaigns across four key additional metrics: brand awareness, brand consideration, brand preference and action intent.
Brand Metrics says it has worked closely with the Avid team to ensure brand effectiveness studies can be created on written native content campaigns across Avid’s network, while also supporting its publisher network on implementation.
Gavin Merwood, commercial lead, APAC at Brand Metrics, says: “This first-to-market partnership with Avid Collective has really allowed us to highlight how running native content across multiple publisher types can move the needle on mid-funnel brand lift metrics for advertisers. The scalable nature of our platform means Avid Collective can easily measure large volumes of campaigns and strengthen its data set, as well as using the brand lift data to provide new insights to inform future campaigns.”
Ezechiel Ritchie, commercial director at Avid Collective, says: “At Avid, we always try to be at the forefront of innovating our products and solutions. A major focus for the business has been to develop the measurement of impact from the channels, to provide marketers with clear understanding and insight into the success of content campaigns.
“Following extensive research, we believe the partnership with Brand Metrics will create a cost-effective way for brands and agencies to get robust reporting on campaigns they couldn’t previously receive. We see measurement of native content as a critical pillar for our clients using the channel in the coming years, particularly in driving lift across the funnel. This partnership allows Avid, Brand Metrics and our clients to see that uplift.”
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