Next Gen Brand - Measuring Digital-Led Long Term Growth
Watch video of the webinar here
Did you know that strong brands recover from recessions 9X faster?
Building long term brand equity is increasingly becoming a focus for businesses across industries to drive differentiation and consumer preference. As consumer behavior has evolved dramatically with a shift to digital consumption, the communication channels from product discovery to purchase are blurring and in this new world, marketers are seeking evidence on how to measure the impact of digital-led advertising on brands.
During this webinar Meta, Kantar and Unilever discussed the key challenges faced by advertisers on digital-led brand measurements, using the Kantar-Oxford study on the media channels mix and models to measure long term brand equity with success examples.
Attendees left with a better understanding of :
Key challenges of measuring digital-led impact on brand
Mix of media channels to drive more effective campaigns
Spectrum of solutions to measure digital-led long term brand equity
New methodologies integrating brand and sales to measure and optimize (ie. TMROI - Kantar).
