DISQO Launches Ad Effectiveness Benchmarks

In the US, customer experience (CX) intelligence platform DISQO has released its first 'Brand and Outcomes Lift Industry Benchmarks' report, offering normative data on the full-funnel effectiveness of ad campaigns.

Los Angeles-based DISQO delivers a 'complete view' of the consumer journey through technology built on first-party research from millions of engaged consumers. The new report allows advertisers to assess relative campaign effectiveness across fourteen metrics and four advertising categories.

The benchmarks have been developed to improve on legacy measurements in areas such as metric depth, going beyond brand lift metrics to explore full-funnel outcomes like site visitation, search activity, and add-to-cart eCommerce actions. They also capture lift after ad exposure across mobile, retail and social media platforms. Only campaigns from Q1 2021 and after are included, to maximise the relevance of comparisons to contemporary ads, and coverage includes 'all' platforms, devices and channels, including new formats such as CTV.

According to the firm, the report measures both top-of-funnel brand metrics and bottom-of-the-funnel behavioral outcomes post-ad exposure. Yannis Pavlidis (pictured), VP, Data Science and Analytics, comments: 'DISQO's Brand and Outcomes Lift products are fueled by our 100% proprietary audience, who opt in to share both what they think and what they do online. This enables our clients to assess attitudinal shifts and digital behavioral impacts post ad exposure across a wide range of platforms, so they can confidently assign attribution to their campaigns'.

Web site: www.disqo.com .

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