brand

There are many measurement solutions available to brands. Which one is right for you depends on your level of spend.

One solution you should avoid is last click measurement, which misrepresents the reality of your customers journey and undervalues discovery channels . This will harm your growth in the long-term (and likely in the short-term, too).

For smaller brands, your best bet is a combination of platform proxies – where you adjust your in-platform KPI against statistical analysis and incrementality testing – and channel lift tests. This is what we do for our clients.

Once your brand reaches a higher level of spend, consider investing in measurement software such as Fospha. These solutions are more accurate than manual solutions, and enable you to test and scale new channels.

In addition to this, we also suggest Market Mix Modelling for a longer-term view. MMM uses historical data, marketing, pricing, market conditions to look for patterns that can power future decisions. Recommended providers include Metageni.

Having the right creative strategy is crucial for efficient media buying. With a decline in data availability and growing reliance on Meta’s algorithm rather than manual targeting, creative has become the most significant lever brands have for optimisation and performance. Increasingly, this is true for Google, too.

Most brands now recognise this. However, this has led to creative production becoming increasingly commodified with solutions of highly variable quality. Ensuring you have the right partner here is important. After all, you will be relying on this creative to optimise the results of your ad spend.

Proximity to media buying is especially important, as your brand needs creative that is produced with the platform in mind for performance. Similarly, it’s important that your partner knows how to structure creative tests and implement those learnings.

Furthermore, understanding the role of different types of creative in different parts of the funnel is key. Whether your ad is for direct response or brand awareness, your creative needs to be tailored to your objective to deliver the best results.