Brand Metrics, a global ad tech company that assists publishers in measuring the effectiveness of digital advertising, has announced a strategic partnership with leading lifestyle publisher, Mindbodygreen. The collaboration aims to underline the significance of context in advertising and its role in brand development.
Brand Metrics provides a growing number of publishers with independent data on their digital ad campaigns, allowing them to measure uplift in awareness, consideration, preference, and action intent. Mindbodygreen, with the aid of Brand Metrics' technology, could measure brand lift across a variety of campaigns among its brand advertisers. The platform's versatility enabled even the smallest of campaigns to be accurately measured.
Peter Trombino, Chief Sales Officer at Mindbodygreen, stated that their campaigns are designed with partner KPIs in mind. With Brand Metrics, they can effectively measure campaigns of all sizes with high confidence, allowing them to prove they are pushing consumers down the funnel and ultimately driving growth in their partnerships.
Historically, Mindbodygreen's commercial strategy aimed to attract advertisers from broad lifestyle categories, such as beauty, fashion, and food, that the site’s content covers. Brand Metrics’ data demonstrated that brand advertisers on Mindbodygreen, from fashion to healthy eating and from online counselling to supplements, were seeing total brand lift ranging between +11.5% and +13.3%.
However, the Mindbodygreen team noticed positive campaign results for Facet, a full-service financial planning company, beyond these traditional categories. The campaign yielded brand lift increases of over 20% across the four key metrics.
Shruti Joshi, COO at Facet, stated that Mindbodygreen was a perfect partner for them, as they shared their belief in the correlation between financial wellness and overall wellness.
Taylor Sturtevant, Brand Metrics Director of Customer Success, US, explained that exposure to an ad in a relevant environment increases engagement likelihood. The partnership between Mindbodygreen and Brand Metrics demonstrated how understanding the audience can create new content, context, and connection.
Brand Metrics collaborates with several leading publishers, including The New York Times, The Guardian, Bloomberg, Financial Times, and News Corp. It empowers a growing number of publishers and agencies to collect independent data on their digital ad campaigns and enables them to measure uplift in awareness, consideration, preference, and action intent.