Influencer agency adopts brand lift metrics across campaigns to address measurement challenges

"The No. 1 question I hear from brand CMOs is whether influencer marketing can be measured, and the answer is a resounding yes. Their No. 2 question? How can they compare influencer marketing against television, out of home and other media? The answer is Brand Lift."

"In partnering with data and market measurement company ThisThat, Influencer is poised to offer the next generation of measurement and simultaneously provide ready-to-utilize insights, quickly, which will eliminate guesswork and boost ROI, brand awareness and perception."

"ThisThat's approach employs the former, which is far more accurate and also more likely to deliver results because it accounts for the actual relationship between creators and their audience."

Influencer marketing agency Influencer is establishing new measurement standards through partnership with ThisThat, a data and market measurement company. The agency now mandates Brand Lift studies on major campaigns, making it the only influencer marketing agency offering this service. Brand Lift studies enable brand marketers to measure influencer marketing impact and compare it directly against television, out-of-home, and other traditional media. The partnership utilizes Natural Exposure methodology, which measures campaign impact on audience members who actually viewed content, rather than forced exposure through recruited study participants. This approach provides more accurate results by accounting for authentic creator-audience relationships. The initiative aims to eliminate measurement guesswork, boost ROI, and enhance brand awareness and perception while advancing influencer marketing as a primary, measurable mass-market channel.

Read at Thedrum