About this paper

Marketers are shifting their digital campaigns from direct response to brand advertising, according to a recent Nielsen survey conducted in conjunction with the CMO Council. Budgets continue to rise for digital brand advertising campaigns, with seven in 10 marketers increasing their funding 15% year over year. However, the study notes that lack of relevant metrics hinders further growth – 95% said they would increase their digital brand advertising spending if they could verify that it created the desired result. And 82% would increase spending if they could verify that the advertising was actually reaching their intended audience. To get a broader perspective, you can use a combination of three brand evaluation measures – brand equity, brand health and brand value – to correspondingly deliver the emotional, experiential and economic value that holistically measure brand performance in today’s digital world.