When it comes to “brand lift,” Chief Marketing Officers are more demanding than ever for results from advertising campaigns. A new tier of Veritonic’s “Brand Lift” offering promises to offer a new, wider dimension to brand health measurement, with enhanced metrics designed to further educate marketers and brand managers on their promotional efforts.
The self-serve Brand Lift Pulse tier provides brands with access to “actionable awareness, favorability, use, intent, and recall data for audio campaigns of all sizes,” Veritonic claims. “Additionally, audio platforms and networks can now offer this highly coveted data to clients at every spend level and campaign size, providing invaluable insights that were historically reserved for substantial campaign investments.”
Elaborating on the new offering, Veritonic founder and CEO Scott Simonelli commented, “At Veritonic, we are firm believers in democratizing access to essential data for audio success, advocating for the principle that every brand, agency, and platform should have the tools they need, irrespective of their size, scale, or investment capacity. Brand Lift Pulse not only levels the playing field, but also empowers every player incorporating audio into their marketing strategy. It ensures that all stakeholders can maintain a keen awareness of market dynamics, equipped with the essential data and metrics necessary for informed decision-making in both current and future audio campaigns.”
Similar to Veritonic’s Standard and Custom tiers of Brand Lift, Pulse includes demographic segmentation, custom questions, reporting, best practices, and in-platform access to data.
Veritonic Chief Revenue Officer Korri Kolesa added, “Brand Lift has long been a measurement modality reserved for more established brands spending significant amounts of money, and ones that focus on top of funnel brand metrics. Brand lift metrics are crucial for brands of all sizes and as the audio space has matured, so has the needs of its advertisers. Brand Lift Pulse goes beyond the conventional focus on bottom-of-the-funnel metrics, providing comprehensive support for brands seeking a holistic understanding of their impact. Similar to how the advent of attribution transformed the advertiser mix in audio, we are now witnessing brand lift spearhead the next era of confidence in the medium.”
