Cint Partners to Offer Rapid Brand Lift Measurement

Cint has partnered with Canadian company illumin Holdings Inc to offer self-serve brand lift measurement directly within clients' campaign setup. The partners say this will allow marketers to launch studies up to 90% faster and see results 'in minutes instead of weeks.'

illumin is an advertising platform which brings campaigns together in one platform helping marketers 'see more and act faster' across the open web. The company is headquartered in Toronto, Canada, and serves clients across North America, Latin America and Europe.

The firm says advertisers need brand measurement, in addition to measures like CPC, CPA and ROAS, in order to understand the drivers of buying decisions, but that brand measurement has traditionally been too slow to make a difference before the end of campaigns. The partnership will allow this data and insight to flow while campaigns are in-flight, allowing for adjustment and optimization.

'Brand has always been a key driver of performance,' says Lyndsie Wise, Senior Director of Product Marketing at illumin, 'but it hasn't been measured in a way marketers can clearly act on. By embedding brand lift directly into campaign execution, we're giving marketers a clearer view of what's actually driving impact and the ability to optimize as campaigns progress.' Daniel Robinson (pictured), Senior Director of Measurement at Cint, says advertisers are looking for faster, more actionable ways to understand the impact of their media on brand outcomes, and the deal will 'bring measurement closer to execution.'

Web site: www.cint.com and www.illumin.com .

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