Quantcast today announced the launch of a suite of new solutions for brand advertising.
“As programmatic brand advertising has grown so has the complexity for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation and lack real-time, actionable feedback,” said Konrad Feldman, Co-Founder and CEO of Quantcast. “We’re excited to introduce our streamlined take on integrated brand advertising, with automated optimization and timely measurement of impact.”
Now, with the Quantcast Platform, Quantcast say that marketers can measure and optimize brand advertising as effectively as their direct response campaigns.
At the heart of this new product suite is Brand Lift Live, an integrated, real-time survey solution that enables marketers to optimize campaigns continuously against brand awareness and consideration metrics rather than viewability and click-through rate (CTR).
Brand Lift Live uses statistically controlled survey groups to measure the real-time impact of ads throughout a campaign, allowing for refinement of campaign audiences and delivery characteristics to maximize the impact of every marketing dollar. A new measurement approach for the open internet, Brand Lift Live complements traditional research methodologies similar to the way a fitness tracker complements an annual medical checkup.
“We started with a simple question ‘how can we make brand budgets work harder?’ and since improvement requires measurement, that’s where we started,” said Peter Day, Chief Technology Officer, Quantcast. “We found that practitioners relied on poor proxy metrics like viewability and CTR because assessing what they really care about – recall, awareness and consideration – in a timely and precise enough manner to support campaign optimization was simply too hard. Brand Lift Live solves this problem.
With these new capabilities, advertisers can use the Quantcast Platform to plan and validate custom audiences and discover supply for their audiences across CTV, desktop, and mobile. Alongside Brand Lift Live, additional platform insights examine the incremental reach of campaigns across web and CTV and the downstream contribution these brand activations deliver to performance campaigns and conversions.
In addition to its brand solutions, Quantcast is also launching a new module for its free global educational program, the Quantcast Academy. The new courseware will provide marketers with an understanding of the changing landscape of TV advertising, including the CTV ecosystem, measurement and combatting ad fraud in CTV.