About this paper
Marketers are shifting their digital campaigns from direct response to brand advertising, according to a recent Nielsen survey conducted in conjunction with the CMO Council. Budgets continue to rise for digital brand advertising campaigns, with seven in 10 marketers increasing their funding 15 percent year over year. However, the study notes that lack of relevant metrics hinders further growth – 95 percent said they would increase their digital brand advertising spending if they could verify that it created the desired result. And 82 percent would increase spending if they could verify that the advertising was actually reaching their intended audience. To get a broader perspective, you can use a combination of three brand evaluation measures – brand equity, brand health and brand value – to correspondingly deliver the emotional, experiential and economic value that holistically measure brand performance in today’s digital world.
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