Avid Collective has partnered with measurement company Brand Metrics to provide greater insights into native content campaigns.
The native content experts will for the first time be able to measure the impact of campaigns across four key additional metrics: brand awareness, brand consideration, brand preference and action intent.
“Following extensive research, we believe the partnership with Brand Metrics will create a cost-effective way for brands and agencies to get robust reporting on campaigns they couldn’t previously receive," said Ezechiel Ritchie, Avid Collective commercial director.
“We see measurement of native content as a critical pillar for our clients using the channel in the coming years, particularly in driving lift across the funnel. This partnership allows Avid, Brand Metrics and our clients to see that uplift.”
Gavin Merwood, Brand Metrics commercial lead APAC, said this first-to-market partnership has allowed the company to highlight how running native content across multiple publisher types can really move the needle on mid-funnel brand lift metrics for advertisers.
"The scalable nature of our platform means Avid Collective can easily measure large volumes of campaign and strengthen its data set, as well as using the brand lift data to provide new insight to inform future campaigns," he said.
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