Emotional connection, a short and long term benefit

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The power of brandformance marketing is that it provides both short- and long-term benefits. In the short term, brands can create targeted campaigns with a defined story that centers their message while encouraging a specific action. In the long term, brands can use insights gained from campaigns to hone their message and improve the customer experience. Both of these benefits come from emphasizing stories that truly resonate with your audience.

The Harvard Business Review recently mentioned four aspects that should be included in this brandformance metric : the familiarity of a brand, the consideration it generates, the meaning it has for the consumer and its uniqueness compared to its competitors.

Brandformance is an evolving concept, so it is up to each marketer to use the relevant data signals and create a unique composite indicator to measure the value of their brand.

The best brandformance marketing platforms
Outbrain:
Outbrain is a digital advertising platform that offers predictive and results-based native advertising solutions. Designed to optimize campaigns in real time using more than 17 years of consumer data, Outbrain allows you to create a high-impact branding strategy based on the measurement of user attention. This makes it the ideal ally for brandformance strategies.

When we talk about measuring attention , we mean measuring:

eye-tracking (experimental and less common)
visibility
visibility time
time spent on the website
Contextual alignment
click rate
the scrolling distance
When it comes to brandformance, attention measurement offers one of the best types of data to work from. It’s a concrete way to measure how much attention a consumer is willing to pay and where their interest lies. It’s the perfect bridge between branding objectives and performance-based insights.

Tiktok:
TikTok is a sensationally popular social network designed to encourage scrolling, increase community engagement, and strengthen relationships between brands and customers. It is an ideal place for brands to “hu media directors email database manize” themselves and speak directly to their audience, making the brand more relatable and generating loyalty. It is also a propitious place for sponsored content in collaboration with affiliate platforms.

YouTube:
YouTube is a great choice for branding ads and longer-form content. It’s a great way to tell your brand story and build customer loyalty while looking to expand your reach with relevant messages. Plus, YouTube comes with comprehensive performance metrics that let you measure watch time, demographics, and more.

SEO: