{"id":1128,"date":"2023-02-01T12:33:00","date_gmt":"2023-02-01T11:33:00","guid":{"rendered":"https:\/\/sensemakers.it\/?p=1128"},"modified":"2026-02-04T12:49:04","modified_gmt":"2026-02-04T11:49:04","slug":"brand-metrics-estende-la-misurazione-della-brand-lift-alla-ctv-con-paramount-anz","status":"publish","type":"post","link":"https:\/\/sensemakers.it\/news\/brand-metrics-estende-la-misurazione-della-brand-lift-alla-ctv-con-paramount-anz\/","title":{"rendered":"Brand Metrics estende la misurazione della brand lift alla CTV con Paramount ANZ"},"content":{"rendered":"\n

La societ\u00e0 tecnologica globale Brand<\/strong> Metrics<\/strong><\/a>, che collabora con editori ed emittenti per dimostrare l’efficacia della pubblicit\u00e0 digitale, \u00e8 entusiasta di annunciare una partnership pionieristica con Paramount ANZ<\/strong>, portando la tecnologia di misurazione della brand lift su larga scala, per soddisfare le esigenze di un panorama mediatico in evoluzione.<\/p>\n\n\n\n

Paramount ANZ ha scelto di adottare l’innovativa tecnologia di misurazione di Brand Metrics per garantire che i marketer che utilizzano i canali di Paramount ANZ possano ora convalidare e amplificare l’impatto della loro pubblicit\u00e0 sulla TV connessa (CTV) all’interno del pi\u00f9 ampio sistema di marketing.<\/p>\n\n\n\n

Il nuovo e innovativo studio sull’impatto del Brand, sviluppato anche in collaborazione con la piattaforma pubblicitaria indipendente Innovid, fornir\u00e0 significative informazioni sui KPI del Brand e del business che sono stati ottenuti attraverso le campagne CTV in corso sui canali di Paramount ANZ. Gli spettatori vengono esposti a una campagna e poi invitati a rispondere al sondaggio fornendo feedback in tempo reale tramite il loro telecomando.<\/p>\n\n\n\n

Rod Prosser, Chief Sales Officer di Paramount ANZ, afferma: “La verifica delle performance \u00e8 un elemento fondamentale del nostro approccio strategico per il 2024. Il settore si sta orientando verso un approccio basato sui risultati, per cui ci si aspetta che un marketing efficace si basi sulla comprensione di ci\u00f2 che determina i risultati.\u201d<\/p>\n\n\n\n

“Stiamo chiudendo il cerchio per gli operatori del marketing fornendo metriche pi\u00f9 significative che dimostrano il ruolo e la potenza della pubblicit\u00e0 nella CTV all’interno del loro sistema di marketing e mettendoli in condizione di rispondere alle tendenze e agli insight per ottenere risultati di business”.<\/p>\n\n\n\n

Elwin Gastelaars, CRO di Brand Metrics, aggiunge: “Paramount ANZ si impegna a fornire misurazioni su scala, con coerenza e accuratezza metodologica, fornendo al suo team indicazioni basate sui dati per orientare la pianificazione. L’utilizzo di questi strumenti per misurare l’efficacia distingue Paramount ANZ, offrendo agli inserzionisti un’opportunit\u00e0 unica per incrementare l’efficacia e raggiungere i risultati del Brand.<\/p>\n\n\n\n

“I dati sulla brand lift possono contribuire ad aprire ulteriori opportunit\u00e0 che rispondono alle molteplici esigenze e necessit\u00e0 del pubblico. Siamo lieti di lavorare con un partner cos\u00ec prestigioso, mettendolo in condizione di raccogliere dati indipendenti che consentano al suo team di misurare l’aumento di awareness, consideration, preference ed action intent”.<\/p>\n\n\n\n

Brand Metrics collabora con molti dei principali editori ed emittenti a livello mondiale tra cui The New York Times, The Guardian, Bloomberg, Financial Times, News Corp e in Italia Ciaopeople e Mediamond, aiutandoli a misurare la brand lift nelle loro campagne digitali. <\/p>\n\n\n\n

Questo strumento consente a un numero crescente di organizzazioni di raccogliere dati indipendenti sulle proprie campagne pubblicitarie digitali, misurando l’aumento di awareness, consideration, preference ed action intent, in modo semplice, economico e comparabile.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

La societ\u00e0 tecnologica globale Brand Metrics, che collabora con editori ed emittenti per dimostrare l’efficacia della pubblicit\u00e0 digitale, \u00e8 entusiasta 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