“It’s The Holy Grail Of Brand & Ad Tracking”: Lewers Research

“It’s The Holy Grail Of Brand & Ad Tracking”: Lewers Research
SHARE
THIS



Imagine you are about to go into a meeting with the big guns to ask for a 20 per cent increase in budget for the next marketing campaign. The last one went well – really well – but how can you convince them that they need to back up the success of the previous campaign with a new one? What would help win the bean counters over? What insights do you need to wow them? What kind of ROI data will knock them out? And how can you assure them that their spend won’t be in vain?

Well, just call on the super powers of passive data to give you all the insights you need.

For the last 12 months, Lewers Research have been working with Beatgrid Media, the developers of a unique new passive audio recognition app, a bit like Shazam for advertising, and have incorporated the technology into their research ecosystem. After comprehensive testing using live, real world campaigns, they now have the ability to provide a whole new line of sight on advertising efficiency and effectiveness.

“It’s kind of like the Holy Grail of brand and ad tracking,” says Lewers CEO, Lisa Lewers. “Passive audio technology can give you incredibly accurate information about genuine exposure versus stated recognition for every creative you have in flight. We can monitor spend by channel, and provide the kind of information you need to re-route your media budget mid-campaign if necessary.

“But it gets really exciting when you start combining this data with emotional analytics to look at campaign effectiveness in a totally new way, and at a very granular level. This will give the best creative and media agencies an opportunity to prove just how good they really are, to the people that really matter. Every spend can be justified, and the marketing, creative and insights teams can be working with the same focus. As I said, the Holy Grail!”

Other benefits of this ‘always on’ audio tracking is that it doesn’t require any action from the user – data is available in virtually real-time, so calls can be made to optimise campaign spend in flight, and it can also be used as a media audit tool. That’s a lot of good reasons to find out more about this technology.

Oh, and we recommend that before you spend that $3 million the finance department just signed off on, it’d be wise to run it through some good qualitative research, just to be sure it is actually pulling the same heartstrings that hold the purse strings. There’s no point wasting all that good emotional analytic information available. Let’s be honest, your all-expenses-paid trip to that international conference in Europe is on the line.

Please login with linkedin to comment

Lewers Lewers Research

Latest News

Empathy Drives Innovation For Online Florist LVLY
  • Advertising

Empathy Drives Innovation For Online Florist LVLY

National online flower business, LVLY, is leading the way with a thoughtful marketing movement designed to put customers first by allowing them to opt-out from potentially sensitive marketing messages around big calendar events.

Basketballer Liz Cambage Calls Out Australian Olympic Committee For Whitewashed Photoshoots
  • Marketing

Basketballer Liz Cambage Calls Out Australian Olympic Committee For Whitewashed Photoshoots

Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]

by B&T Magazine

B&T Magazine
Ogden, Utah USA-July16,2016:Oxycontin bottle on shelf. Oxycontin in a drug known for it's addiction and theft potential.
  • Marketing

Massachusetts Sues Publicis Health For Role In Opioid Epidemic

Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]

by B&T Magazine

B&T Magazine
????????????????????????????????????
  • Uncategorised

Strategic Insights Agency Nature Takes Four Gongs At Research Society Awards

B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]

Special Group Named Global Creative & Independent Agency of the Year
  • Advertising

Special Group Named Global Creative & Independent Agency of the Year

Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]

Clemenger BBDO Sydney, Saatchi & Saatchi And Thinkerbell Awarded In Fast Company’s 2021 World Changing Ideas Awards
  • Media

Clemenger BBDO Sydney, Saatchi & Saatchi And Thinkerbell Awarded In Fast Company’s 2021 World Changing Ideas Awards

The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]

Australias’ Favourite Design, Business And Culture Conference Returns To Brisbane Powerhouse In 2021
  • Marketing

Australias’ Favourite Design, Business And Culture Conference Returns To Brisbane Powerhouse In 2021

A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021.  Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]

Universal Favourite Crafts Maximalist Identity For New Gen-Z Beauty Brand Youthforia
  • Advertising
  • Marketing

Universal Favourite Crafts Maximalist Identity For New Gen-Z Beauty Brand Youthforia

Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.

Entries Open For B&T’s Women In Media Awards!
  • Advertising
  • Marketing
  • Media

Entries Open For B&T’s Women In Media Awards!

Time to get your entries in for 2021 Women In Media Awards! Or, time to Liquid Paper over the date on your 2020 entry.

by B&T Magazine

B&T Magazine
Anonymous hacker in front of his computer with red light wall backgroundAnonymous hacker in a black hoody with laptop in front of a code background with binary streams cyber security concept
  • Opinion
  • Technology

Creating A Culture Of Privacy Awareness

This expert gives top tips on creating a culture of privacy awareness which appears more than just drawing the curtains.

by B&T Magazine

B&T Magazine
3D render of a globe with headphones
  • Media
  • Technology

APRA AMCOS Taps Klarrio To Accelerate IT Modernisation

APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]