Brand Metrics Partners for Streaming Brand Lift Measure

Streaming provider DPG Media has a new partnership with Gothenburg, Sweden-based Brand Metrics, allowing clients to measure the brand lift resulting from CTV advertising campaigns on the former's platform VTM GO, in real time.

The solution uses a custom VAST ad tag, seamlessly integrated into the video player, to measure the frequency and time of campaign exposure, and then delivers a single question directly to the user's CTV device, seeking an instant response via their remote. The firms say results cover four key outcomes for a campaign - awareness, consideration, reference, and action intent.

Anders Lithner (pictured), CEO of Brand Metrics, comments, 'Having measured over 40,000 campaigns, Brand Metrics has always been committed to proving the impact of digital advertising on brands. We are therefore delighted to announce this exciting partnership with DPG Media, proving that broadcasters and media owners can now also measure CTV campaigns directly on the device, thereby helping us move towards a more transparent and addressable ecosystem.'

Web sites: www.dpgmediagroup.com and www.brandmetrics.com .