New Features and UK Launch for ROI Platform Measured

US-based media optimisation platform Measured has launched a new benchmark comparison tool, and announced its official launch in the UK.

The company helps brands maximize ROI from marketing and identify growth opportunities, using an incrementality measurement approach and customizable tools allowing them to validate, optimize, plan and test investments and scenarios for 'every critical media channel and tactic'. The platform is anchored on results and data from thousands of incrementality experiments measured against actual conversion data from the relevant brands, and is updated and honed as data comes in from new customers. Its Media Plan Optimiser makes automated spend recommendations for each channel and tactic, taking into account 'the diminishing returns of increasing spend'. Advertisers can run and compare multiple scenarios in a matter of minutes.

The new benchmark comparison feature allows users to compare their critical media allocation, performance and growth metrics against other brands in the Measured portfolio - which also helps them to identify market trends and spot new opportunities. Questions addressed include 'Do I allocate more or less of my budget than my peers to certain channels or tactics?', 'Am I paying more than other brands for the same media?' and 'What other channels and tactics are working for my peer group that I should consider adding to my mix?'

Co-founder and CEO Trevor Testwuide (pictured) says marketers are 'under constant pressure' not only to prove the business impact of each dollar spent, but also to predict the impact of planned spending. 'That pressure is even more intense when there is uncertainty about the future, like the threat of a recession. By unlocking the power of the industry's largest collection of media incrementality intelligence, Measured tools enable customers to continuously adapt and optimise media for their business-critical metrics'.

The firm is online at www.measured.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.