This paper describes a new, standard measurement of brand effects of digital advertising. The concept integrates survey data with big data from publisher’s ad servers. Control-exposed analyses are carried out that identifies effects on brand awareness, knowledge, consideration, preference and purchase intent. The measurement is in regular use by a majority of Swedish media houses and more than a thousand campaigns have been measured. The paper describes the methodology and presents examples of the findings. Inizio is the research company behind the concept that has been developed in close cooperation with clients. One pioneer client is Mediekompaniet, the network of almost all local newspapers in Sweden. Together Inizio and Mediekompaniet tell the story of this new standard measurement. The paper starts with putting the concept into a bigger perspective.
Read the paper here: Verifying The Brand Effects of Digital Display