Nativo has announced the launch of Brand Rank, a new integrated platform feature that eliminates the need for expensive brand health studies with a single, easy-to-understand metric. Nativo says even the most basic of brand health studies are typically quite expensive and are not continuously updated, whereas Brand Rank lets brands and agencies gauge the impact of content on brand perception over time without the added cost. Brand Rank enables advertisers to move beyond basic viewability, attention, and engagement metrics that don’t offer deeper insight into the impact of media on brand perception and consideration, added the company.
“Brands talk about ‘full funnel’ impact, but measurement isn't complete. The middle of the funnel is missing because it's complicated, slow, and expensive to measure, and a lot of content components often are not tied directly to media,” said Justin Choi, founder and CEO of Nativo. “The mid-funnel is the new battleground for advertisers. With Brand Rank, Nativo is arming advertisers with a complete picture of their media impact, including in the mid-funnel, while simultaneously giving them the ability to boost downstream lower-funnel outcomes and move the needle on consideration.”
According to Nativo, the mid-funnel—where content and consideration live—is notoriously diffcult to measure. A recent Demand Gen Report found that 59% of marketers consider the inability to measure mid-funnel activities effectively as one of their biggest challenges. Nativo says Brand Rank solves this challenge by enabling brands and agencies to understand the effectiveness of a brand’s lift in perception against top competitors through a pre- and post-content exposure test.
“The impact after respondents saw our ads really impressed us, with interest in our destination nearly doubling,” said a representative at Ocala/Marion County, FL. “This feedback provides valuable insights into how our content and creatives resonate with audiences, guiding us to continually enhance our strategies to better drive consideration. We are excited to see the final results at the end of our media campaign.”
Brand Rank’s measurement output allows advertisers to see their brand's ranking within its industry or vertical, showcasing its relative position among competitors based on consumer consideration. The tool then enables them to measure the qualitative impact of their campaign based on brand consideration lift. Nativo says a key differentiating factor is that its solution measures based on the brand’s targeted audience whereas other ranks are based on paneled users.
Nativo says benefits of the new Brand Rank feature include:
- Single-Score Simplicity: Brand Rank helps marketers discover the direct impact of marketing efforts on consideration without manipulating complex datasets.
- Integrated Measurement: Brands and agencies can ditch expensive third-party studies and assess ongoing brand health directly in Nativo’s platform.
- Pre- and Post-Exposure Evaluation: Marketers can integrate surveys seamlessly within any of Nativo’s engagement-based formats.
The company says Brand Rank is included for Nativo advertisers doing at least $25,000 in media spend.
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