Thursday, September 27, 2018
No Need For Brands to Reinvent the Wheel. Or Predictive, Cross-Media ROI.
For many years, we’ve urged clients to trust predictive brand metrics. They work really, really well for brand and media planning.
Our media application, “Brand-to-Media-Engagement,” or B2ME, was created just as media planning was moving into the digital world, and that’s when “digital” pretty much translated to “banner ad.”
Well, no surprise, like the rest of the marketing world, planning for digital became more complex. So Brand Keys came up with some new approaches, which the ARF applied in their cross-media ROI work for the “How Advertising Works, Today” initiative. And our predictive metrics did precisely what they were supposed to do. Predict.
They predicted how well media platforms reinforced consumers’ emotional engagement with a brand and what combinations of media worked best for the brand. Strategically. If you do that, you’ll alwayssee positive behavior in the marketplace, meaning sales and profits, as opposed to just tweets and likes.
Correlations of our B2ME assessments with sales were 0.80+, so worthy of a validated designation, “predictive!”
Last week, a MediaPost article announced brand data has become more pivotal in determining which combinations of digital ad stacks will deliver the best strategic advantage. Essentially, it welcomed brand metrics back to a seat at the Media planning table, something we heartily applaud.
Happily, there’s no need for brands to reinvent the wheel, or in this case, a way of identifying which combination of media platforms will work more effectively for your brand. We’ve already done that with B2ME.
If you’re interested in optimizing your digital ad stack (or any other set of media platforms), we’d be happy to help. Because we can confidently predict increased brand engagement and sales for brands that predictively plan.