Global ad tech company Brand Metrics has developed a pioneering partnership with leading lifestyle publisher mindbodygreen.
Brand Metrics empowers a growing number of publishers to gather independent data on their digital ad campaigns, enabling them to measure uplift in awareness, consideration, preference and action intent. Its technology allowed mindbodygreen to measure brand lift across a range of campaigns among its brand advertisers, and to compare results against a 20,000 strong campaign database, benchmarking advertiser results against 122 different industry categories.
Peter Trombino, mindbodygreen’s Chief Sales Officer (pictured above) commented: “We design campaigns with partner KPIs in mind. With Brand Metrics, we’ve been able to effectively measure campaigns of all sizes with high levels of confidence, allowing us to prove we are moving people down the funnel, making creative suggestions, and ultimately driving growth in our partnerships.”
Traditionally, mindbodygreen’s commercial strategy has focused on attracting advertisers from the broad lifestyle categories that the site’s content covers, such as beauty, fashion and food. Brand Metrics’ data had shown how, from fashion to healthy eating, and from online counselling to supplements, brand advertisers on mindbodygreen were seeing total brand lift ranging between +11.5% and +13.3%. They also noted strong lifts in brand awareness.
Taylor Sturtevant, Brand Metrics Director of Customer Success, US, said: “It is universally understood that if you are exposed to an ad in a relevant environment, you’re more likely to engage with it. This type of contextual relevance can take place in a specialist publishing environment (for instance).
“While a directly relevant media context makes a lot of sense, there can also be great opportunities for less obvious pairings and contexts, often in less crowded and competitive spaces. Brand lift data can help to open up additional opportunities to welcome brands and categories which speak to the many wants and needs of diverse audiences.”
