Published on

Tug Webinar: Sky, Acast & TikTok share how to unlock Brandformance with next generation attribution

Tug Webinar: Sky, Acast & TikTok share how to unlock Brandformance with next-generation attribution

Introduction

Hi folks, good afternoon! Welcome to another episode of our Tug Life Series webinars. Today's session is dedicated to a hot topic right now—Brandformance. Our webinar, "How to Unlock Brandformance with Next Generation Attribution," has garnered a lot of interest, and we are excited to dive deep into it. We've had a few questions submitted already, and we encourage you to submit more during this session. We'll address them at the end, and if we run out of time, we'll follow up via email when we send the recording of the webinar.

Introductions and Objectives

My name is F Defan, the UK MD here at Tug. We are a performance-driven global digital marketing agency based in Shadwell. Joining me are four distinguished speakers: Adam Holmes, Sales Manager at AdSmart; Hannah Thompson, Head of Programmatic and Above the Line here at Tug; Rohdan Fitzpatrick, Acquisition Manager at TikTok; and Imagine Hudson, Key Account Director at Acast. Together, we will discuss two critical topics: measurement techniques to show the value of brand activity and new formats, innovation, and tech in Brandformance.

What is Brandformance?

Hannah Thompson: From a media buyer's perspective, Brandformance involves a shift in metrics, blending upper-funnel activities with measurable results traditionally associated with PPC and SEO. Imagine Hudson: At Acast, it's about taking a holistic approach to results-driven marketing, integrating insights and creativity to achieve brand and performance marketing goals. Adam Holmes: Consistent growth at Sky has driven us to evolve with changing consumer habits, challenging us to provide attribution models that align closely with performance advertising. Rohdan Fitzpatrick: TikTok initially had a branding reputation but has now built a strong performance product. We're focused on showing how branding influences sales and overall ROI.

Measurement Techniques for Brand Activity

Adam Holmes, Sky: AdSmart at Sky utilizes various measurable metrics to connect TV advertising directly to sales, brand awareness, and website engagement. They also offer a robust suite of targeting options, including search behavior targeting, sports fans targeting, and shopper segmentation targeting. Key case studies demonstrate impressive ROI across B2B and B2C sectors.

Imagine Hudson, Acast: At Acast, measurements involve tracking brand recall, awareness, and incremental sales. Using partners like Nielsen, they conduct comprehensive brand studies to understand campaign performance. Podcast advertisements coupled with host endorsements can drive significant engagement, conversion rates, and brand recall.

Rohdan Fitzpatrick, TikTok: TikTok emphasizes a full-funnel advertising approach, driving performance through branding, traffic, and conversion campaigns. The "brand mission" initiative is a game-changer, combining authentic user-generated content with guaranteed media impressions to drive virality and engagement.

Technological Advancements and Innovation

Adam Holmes, Sky: AdSmart's innovations include advanced targeting options and detailed attribution modeling, providing advertisers with in-depth insights into campaign performance. For instance, they can now target TV audiences based on search behavior, sports interests, and shopper profiles.

Imagine Hudson, Acast: Acast is enhancing podcast advertising through conversational targeting, powered by speech-to-text technology. This allows targeting podcast content at a granular level and holding potential for sentiment analysis. They also focus on improving content discovery and self-serve advertising platforms.

Rohdan Fitzpatrick, TikTok: TikTok's closed-loop attribution for their shop ads drives precise measurement of campaign effectiveness, leveraging first-party data to optimize ad performances. The "brand mission" combines crowdsourced content from users and creators, allowing brands to fuel virality while measuring engagement and reach accurately.

Hannah Thompson, Tug: At Tug, we are leveraging advanced data tools and machine learning for more accurate campaign planning and attribution. Tools like Lift Analytics and Real Impact help correlate campaign spend with vital digital metrics, offering a holistic view of performance across channels.

Closing Thoughts

The session underscored the broader integration between branding and performance marketing, driven by technological advancements. Each specialist emphasized the need for holistic and innovative approaches to measure and maximize brandformance.

Q&A Session

One of the key topics was the challenge in measuring branding impact. The consensus was the need to balance measuring hard metrics like revenue with softer metrics like brand trust and loyalty.

Conclusion

An insightful discussion on the future of brandformance and the potential of attribution models. Thanks to all who joined us today. Keep an eye out for our next webinar invite.

Keywords

  1. Brandformance
  2. AdSmart
  3. Podcast Advertising
  4. Full-Funnel Approach
  5. Closed-Loop Attribution
  6. Conversational Targeting
  7. Measurement Techniques
  8. Data Insights
  9. Lift Analytics
  10. Real Impact

Keywords

  • Brandformance
  • AdSmart
  • Podcast Advertising
  • Full-Funnel Approach
  • Closed-Loop Attribution
  • Conversational Targeting
  • Measurement Techniques
  • Data Insights
  • Lift Analytics
  • Real Impact

FAQ

FAQ

  1. What is Brandformance? Brandformance is a marketing approach that blends brand-building activities with performance metrics, ensuring long-term brand equity and short-term conversions.

  2. How does Sky utilize AdSmart for Brandformance? AdSmart leverages advanced targeting and comprehensive attribution models to connect TV advertising with digital behaviors and sales outcomes.

  3. What are some key innovations at Acast? Acast is pioneering conversational targeting for podcast ads, improving content discovery, and offering self-serve advertising platforms for smaller brands.

  4. How does TikTok's full-funnel approach work? TikTok combines top-of-funnel branding activities with mid and bottom-funnel traffic and conversion ads to drive high engagement and ROI.

  5. What tools does Tug use for measuring Brandformance? Tug employs tools like Lift Analytics and Real Impact to correlate campaign performance with crucial digital metrics across various channels.

  6. What should marketers be wary of when measuring branding impact? While measuring the financial impact is important, marketers should also focus on softer metrics like brand trust, loyalty, and long-term awareness.

  7. How does TikTok's closed-loop attribution improve ROI measurement? TikTok's closed-loop attribution retains the entire shopping journey within the platform, ensuring accurate and effective ROI analysis.

  8. What’s the significance of Real Impact in attributing campaign results? Real Impact uses causal modeling to validate the incremental revenue generated from campaigns, considering external variables to ensure accurate attribution.

This approach ensures that your work achieves depth, providing a comprehensive article, a focused keyword list, and a practical FAQ section for enhanced understanding.

Read More