Measurements of ad effectiveness are missing important metrics such as brand lift, engagement and brand recall as they focus on viewability, according to a study by Sublime Skinz and Theorem. Moreover, we’ve learned that some of the units with the greatest impact are not yet properly measured and brands—and the marketplace–will be stymied until a wider set of metrics that aligns with true brand KPIs is adopted.” The study, which was published in the Journal of Marketing Research, found that brands with higher levels of perceived quality were more likely to be seen by users who had high trust for brands.
Measurements of ad effectiveness are missing important metrics such as brand lift, engagement and brand recall as they focus on viewability, according to a study by Sublime Skinz and Theorem. The study, which was published in the Journal of Marketing Research, found that brands with higher levels of perceived quality were more likely to be seen by users who had high trust for brands.