Majority of digital ad campaigns don’t measure brand impact

The marketing effectiveness research company, in partnership with Data Stories Consulting, has published its first ‘State of Digital Brand Measurement’ research report, looking at digital ad impact. It was compiled following in depth interviews with 19 senior agency leaders for three months, up to October 2019.

It found that the majority of brand effectiveness measurement is conducted by media owners to justify spend, as opposed to independent research for brand-led strategic planning.

Alistair Hill, CEO, On Device Research said: “While agencies claim that the majority of digital ads are assessed using brand metrics, the majority of campaign measurement reports employ behavioural and delivery metrics such as clicks, likes or video views, as brand proxies, despite the fact they have no proven link to brand uplift.

“We hope the insights revealed in this report enables brands, agencies and their media partners to dig deeper into the true brand impact of their digital advertising campaigns.”