In the US, programmatic sample platform Lucid has announced that The Trade Desk is the first demand side platform to provide its clients in the US, UK, Canada and Australia with access to the Lucid Brand Lift solution.
Brand Lift is powered by Lucid's Impact Measurement APIs, whose features can be used to measure the impact of digital campaigns on brand metrics, using brand lift studies. Through the partnership, the solution enables The Trade Desk clients to set up surveys and view in-flight brand lift reporting for their most relevant brand metrics, directly in The Trade Desk platform.
Using Brand Lift, brand marketers and advertisers can ask branding questions to measure awareness, ad recall, consideration, purchase intent, recommendations, and favorability for their cross-channel campaigns. Lucid then uses its marketplace to gather survey responses from test and control groups. According to the firms, brand marketers and advertisers can typically start to see results within The Trade Desk platform one week after a survey launches, with insights updated daily to show lift by age, gender, and frequency, and reporting at the campaign, ad group, and creative level.
Patrick Comer (pictured), founder and CEO of Lucid, comments: 'When consumer behavior and external factors are changing at warp-speed, brand marketers need to have access to actionable insights at a moment's notice so they can make adjustments on the fly. Brand Lift affords marketers just that. We are thrilled to partner with The Trade Desk and leverage our Impact Measurement solution to help pioneer the next wave of smart brand measurement.'
Web sites: www.luc.id and www.thetradedesk.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.