Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Performance Marketing » Zappi partners with Survata to offer brands in-campaign brand lift measurement

Zappi partners with Survata to offer brands in-campaign brand lift measurement

Zappi's Ad Pulse measures and reports on the brand impact of metrics such as familiarity, awareness, consideration and usage.

Robin Kurzer on November 21, 2018 at 1:43 pm | Reading time: 2 minutes

Screenshot of the Zappi AdPlus dashboard | Provided by Zappi

Consumer insights automation platform Zappi and research and measurement firm Survata have teamed up to create Zappi AdPulse — an “always-on” attitudinal ad metric that provides measurement insights in real time while a campaign is still running.

Going beyond behavior. For a while now, advertisers that have been longing for metrics beyond clicks and conversions have been turning to technology that enables the measurement of KPIs such as emotion and intent. Zappi’s Ad Pulse uses a pixel to measure the brand impact of other metrics such as familiarity, awareness, consideration and usage.

“If if you look at the digital measurement market today, it’s primarily behaviorial metrics, which we know has flaws, doesn’t offer great insight and doesn’t answer the question of ‘why’,” Marcus Linehan, Zappi’s EVP for advertising and brand effectiveness, said. “To truly understand performance of advertising, we need to go deeper than behavioral metrics and measure using attitudinal-based metrics.”

Why you should care. Comprehensive brand-lift studies are often cost-prohibitive for smaller campaigns. Linehan acknowledges that other firms provide comparable insight on ads, but said that it usually comes too late — after the campaign has run. By getting information while the campaign is running, advertisers are able to optimize in real time and get results sooner.

“Brands now have a continuous and consistent way to know whether an ad drove brand impact on important key performance indicators (KPIs),” Linehan said.


New on MarTech

    Webinar: The key to email marketing success
    The FTC weighs in on customer data privacy
    Whatever happened to customer journey orchestration?
    The latest jobs in martech
    B2B buyers are much more concerned about a company’s values than the general public

About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Tracking Growth From Organic Search

Beyond the Buzzword: Transform Digitally to Drive Organic & SEO Growth

Leap or Linger: Determining Which Ad Platforms to Test for Your B2B Brand

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The CMO’s Formula To 3x Your Digital Marketing Campaign Results

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.