Cint Adds Brand Lift Measures to Basis Ad Platform

Ad management platform Basis has added brand lift measurement capabilities powered by sample marketplace and research tech company Cint. Users of Basis' platform can now set up brand lift studies with 'a few clicks', to measure awareness, recall and purchase intent; and act on the insights.

Basis' platform connects the full range of ad channels, workflows and financial systems into one governed operating system, featuring AI-driven media planning and management capabilities. The firm acknowledges that brand lift is difficult to measure in digital advertising while campaigns are in-flight, with marketers relying on proxy measures such as CPC, CPA and ROAS which 'reveal what happened, but not what drove consumer decisions.' Cint's brand measurement solution can be launched as ads are being served, allowing advertisers to 'see daily how well their campaign is performing and make necessary changes to increase effectiveness.'

The integration delivers automated media tracking tag creation and application for programmatic ad buying; daily measurement of brand awareness, ad recall, and purchase intent while campaigns are live; independent and verified measurement from Cint's panel of tens of millions of consumers across the US and Canada; downloadable brand lift reports, and billing through the Basis workflow. The result, according to Basis, is 'a continuous feedback loop inside a governed operating system.'

Matt Sauls, Technology Division GM at Basis, says its users 'have been clear that clicks and conversions only tell part of the story - they want to know if their campaigns are lifting brand awareness, consideration, and purchase intent,' He adds: 'Integrating Cint's technology directly into Basis means measurement functionality is closely linked to media execution, making the entire advertising process more automated.' Daniel Robinson (pictured), Cint's Senior Director of Measurement, comments: 'By working with Basis to unify measurement with execution, we are helping advertisers put brand insights into action while campaigns are still live, enabling smarter optimization and stronger business outcomes.'

The firms are online at www.basis.com and www.cint.com .

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