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Direct collaboration improves ad performance

As focus on programmatic media buying grows, marketers are looking to come up with a winning formula for advertising success. While there are many factors involved, two recent Nielsen studies highlight how finding the right partners—and working together—plays an important part in that success.

Around 95 per cent of marketers say they would increase their digital advertising budgets if they could verify that their brand advertising created the desired result, and 58 per cent of marketers and agencies list in-flight optimisation against metrics for success as an important expectation for their partners.

About 59 per cent of marketers also indicated that having everyone involved with the campaign be in agreement around what constitutes success is important to developing an effective measurement strategy for their digital brand advertising. But only eight per cent of publishers say this is happening for every campaign.

The report states that the media owners want to generate the best possible results for marketers, as this translates into repeat business and sales growth. This is challenging, however, when both parties aren’t working off of the same metrics or don’t have access to the same real-time brand lift data that advertisers are using to evaluate their ad performance.

“Digital has come a long way, but there is still room to grow. Getting everyone on the same page and speaking the same language will bring us one step closer to creating a ‘common currency of communication’ for digital brand advertising effectiveness,” says Dan Beltramo, EVP Marketing Effectiveness, Nielsen.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.