Shape your media strategies to fuel brand growth

Media and Marketing Effectiveness

From identifying the most effective target audience, optimal reach and frequency, to uncovering emerging channels and synergies, we guide you through the intricacies of real-time campaign optimisation.

Media effectiveness allows you to…

  • LIFT your campaign impact
  • LIFT your ROI and
  • LIFT your brand equity

... so you have an end-to-end picture of your campaign helping to guide your sales, creative impact and brand growth.

25 million fully consented global panelists 50 thousand LIFT campaigns delivered 75 countries. Offering global scale and local expertise

How we’ve helped our clients

LIFT

LIFT

Build your brand equity with powerful advertising. From identifying the optimal reach and frequency, to uncovering channels synergies, LIFT guides you through the intricacies of campaign optimisation.

LIFT measures your campaign’s true impact on your Brand equity and business growth. LIFT analyses your tactics’ performance, isolate the impact of each channel on brand success and helps identify channel synergies. Benefit from actionable insights on what’s working, identify how to best reach and impact your target audiences, in order to inform media-mix decisions for current and future campaigns.

Key Features

Established results

Benefit from granular insights about your campaign elements' performance (sites, formats, creatives, channel lift, etc)

Brand LIFT

Measure confidently how your campaign affects your brand in the short term with metrics such as awareness, favorability & purchase intent, and long-term through our validated Meaningfully Different Framework

Future proof

Benefit from actionable insights to inform your media decisions and create impactful future campaigns
LIFT+

LIFT+

More actionable insights on your brand lift studies and learn 'why' media is driving your brand outcomes the way it is and what clients should do with it

LIFT+ tells a holistic story about campaign success, helps determine the value of each customer touch point leading to a brand response, and provides prescriptive recommendations for how to improve campaign performance credited with conversion.

Key Features

Informed decisions

Measure campaign performance in terms of exposure, effectiveness, efficiency, creative and brand impact of each channel.

Proven approach

Identify individual channel contribution, channels synergies to optimise your media efficiency

Established results

Identify what is driving success in your campaign performance and/or understand the impact of every exposure
LIFT ROI

LIFT ROI

A modern, disruptive measurement approach to marketing mix modeling, changing the way marketeers think, evaluate and influence their marketing performance and KPIs. LIFT ROI provides actionable campaign insights to strengthen marketing and media decisions

AI-powered, always-on unified measurement platform enables marketers to optimise their media budget in nearly real time. Continuous data and models refreshed in-flight daily for timely insights into media and marketing performance and in-flight optimisations.

Key Features

Future Proof

Use actionable insights to quickly make informed decisions with fast refreshes to take advantage of market opportunities without the use of cookies.

Holistic View

Get the data you need, when you need it, all in one location bringing together Brand Equity, Creative Quality and Sales data for Long-term and Short-term objectives

Actionable Insights

Build more accurate future scenarios considering not only digital media, but also paid, own and earned in and offline media, industry factors, economy and environmental factors. For more information visit LIFT ROI
Context Lab

Context Lab

Boost digital ad performance across media placements with Context Lab. Quickly measure the contextual impact of exposure to an ad so you can adjust campaigns in flight.

Available for all digital channels, including major social media (YouTube, Facebook, Instagram, TikTok etc.), VOD (e.g. Netflix, Disney+), audio streaming (e.g. Spotify) or retail media networks (e.g. Tesco, Walmart)

Key Features

Understand ad performance across media

Test multiple ads to understand which digital ads perform best on a given channel. Or look at a single ad on mobile or desktop to assess whether it will perform effectively across channels.

Get contextual data around how your ad will perform.

Test everything from Facebook and Instagram stories to non-skippable YouTube ads and influencer content. It is the only solution on the market that allows testing digital ads in context, delivering breadth of brand lift, creative, behavioural, attention and emotion insights

Uncover which aspects of your creative are impacting brand lift.

Look at a breakdown of performance on a variety of dimensions, including enjoyment and stopping power, as well as versus our norms. Measure engagement with your ad thanks to behavioural metrics, attention and emotion insights.
Connect

Connect

With Kantar Connect, plan, optimise and activate a truly holistic touchpoint strategy tailored to your needs. Activate beyond paid media to grow your brand.

Paid media contribute to only 25% of brand impact. The remaining 75% comes from earned and owned touchpoints like word of mouth, online reviews, your website and in-stores experiences. ​ ​

Connect evaluates the full spectrum of touchpoints and identifies those driving the greatest brand impact. Get clear guidance on how to drive more engagement at each touchpoint, ensuring your brand stands out at every stage. ​

​Boost your marketing ROI thanks to meaningful, actionable insights tailored to your category and context.

Key Features

Competitor coverage

Benchmark your brand against competitors to uncover whitespaces for growth. Guide strategic moves into untapped and underinvested areas with the benefit of global and regional category-level norms.

Actionable insights

Benefit from a long-term brand growth strategy grounded on Kantar's validated Meaningful Different Salient brand equity framework. And measure key metrics like awareness, consideration, sales, imagery and synergy, offering a comprehensive, multi-dimensional view of touchpoint performance.

Smart optimisations

Identify under-invested touchpoints and uncover synergies to drive impactful optimisations, enabled by capturing shifts in consumer brand equity.

Frequently Asked Questions

Q: What is marketing mix modelling (MMM) and why is it important?

MMM (Marketing Mix Modelling) is a data-driven approach helping marketeers measure, predict, and optimise the effectiveness of their media and non-media investments. It quantifies how different marketing activities, like advertising, promotions, and pricing, impact business outcomes such as sales, trade volume, brand equity, etc., and help simulate different scenario plans in the short-, medium- and long-term.

Q: How can brand lift solutions improve campaign performance?

A: By identifying the most effective channels, target audience, optimal reach and frequency, to uncovering emerging channels and synergies, brand lift solutions help optimise campaign to maximise ROI.

Q: How can brands optimise their media mix to increase brand ROI?

A: Media mix is the blend of channels used to run advertising campaigns. Its optimisation ensures cost-effective reach and frequency, resulting in higher ROI. Brands can increase ROI by using media measurement to optimise their media mix, balancing brand-building and performance channels, tailoring to audiences, integrating creative strategy, and testing and refining media strategy based on data.

Q: How can brands measure media effectiveness?

A: Brands measure media effectiveness by evaluating how well different channels, creatives, and audience strategies drive brand outcomes and by assessing reach, impact, synergy, and ROI across platforms.