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Brand trust is one of the most valuable assets a brand can hold—and one of the hardest to measure. Consumers now trust the brands they use more than governments, media, or NGOs. For the first time, trust sits alongside price and quality as a core driver of purchase...
Brand trust is one of the most valuable assets a brand can hold—and one of the hardest to measure. Consumers now trust the brands they use more than governments, media, or NGOs. For the first time, trust sits alongside price and quality as a core driver of purchase decisions. But unlike awareness or recall, trust isn’t built through a single touchpoint or changed by a single campaign. It is the...
Engagement metrics tell you whether an ad was clicked or watched, but not whether it shifted how people think about a brand. Pre-testing tells you how a small panel reacted in a lab, which is a very different signal from how real audiences respond in the wild. And post-campaign reports often...
In its simplest form, brand perception reflects how people view a brand: whether they see it as trustworthy, relevant, innovative, premium. Advertising plays a major role in shaping these perceptions over time, but measuring that impact isn't straightforward. One study found that only 33% of...
Retail media refers to advertising within a retailer's ecosystem, both online and in-store, allowing brands to reach consumers at critical points in the shopping journey. For years, that promise has defined the channel. Retail media has largely been framed as a lower-funnel lever—optimised for...
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This growing gap between campaign speed and insight speed is creating a new tension in marketing organisations. While delivery operates in real time, sentiment measurement often remains retrospective. Real-time consumer sentiment is emerging as the answer—allowing brands to understand audience...
A brand lift study helps you determine the effectiveness of your ads in changing perceptions and improving the way people see your brand.This guide will walk you through everything you need to know about brand lift study methodology, from control/exposed group design to choosing the right survey...
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Brand trust is one of the most valuable assets a brand can hold—and one of the hardest to measure. Consumers now trust the brands they use more than governments, media, or NGOs. For the first time, trust sits alongside price and quality as a core driver of purchase decisions. But unlike awareness...
Engagement metrics tell you whether an ad was clicked or watched, but not whether it shifted how people think about a brand. Pre-testing tells you how a small panel reacted in a lab, which is a very different signal from how real audiences respond in the wild. And post-campaign reports often...
In its simplest form, brand perception reflects how people view a brand: whether they see it as trustworthy, relevant, innovative, premium. Advertising plays a major role in shaping these perceptions over time, but measuring that impact isn't straightforward. One study found that only 33% of...
Retail media refers to advertising within a retailer's ecosystem, both online and in-store, allowing brands to reach consumers at critical points in the shopping journey. For years, that promise has defined the channel. Retail media has largely been framed as a lower-funnel lever—optimised for...
Gaming has evolved into one of the most sophisticated advertising environments in modern media. What began as simple banner placements or experimental brand integrations has expanded into a rich ecosystem spanning console and mobile games, esports arenas, livestreaming platforms, creator...
Brand recall is a memory outcome, shaped by creative, context, frequency and what audiences already knew about the brand. The question marketers need to answer isn’t “Do people remember us?” It’s “Did this campaign make more people remember us?” In other words, what leaders and clients really...
This growing gap between campaign speed and insight speed is creating a new tension in marketing organisations. While delivery operates in real time, sentiment measurement often remains retrospective. Real-time consumer sentiment is emerging as the answer—allowing brands to understand audience...
Brands and agencies have always asked whether they're reaching the right audiences: that's the foundation of media planning. What's changed is the difficulty of proving it. In an era of fragmented signals, walled gardens, and inconsistent measurement standards, validation has become exponentially...
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