At the Superbrands Club event, Miloš Suša, Head of Digital Media Specialists at iPROM, spoke about moving beyond the traditional understanding of digital advertising measurability. He emphasized that advertisers usually focus on indicators such as clicks, conversion rates, or return on ad spend, even though these reflect only a small part of user behaviour. As much as 99 percent of ad impressions do not result in a click, which makes the question of how to measure their impact on the brand essential to understanding the overall value of advertising activities.
Suša opened his lecture by pointing out that digital advertising is the most measurable advertising channel. Typically, we measure click-related metrics such as visits, CTR, sessions, ROAS, conversions, and attribution models. However, these metrics capture only a fraction of the picture, as 99 percent of ad impressions do not lead directly to a click. This raises the question of how to measure the effect of digital advertising on the brand, for which key indicators are reach, impressions, and frequency.
As a solution, he presented the Brand Lift Study (BLS), which makes it possible to measure the effects of digital ads on recall, purchase intent, and brand perception. He illustrated its impact with the case study of an advertising campaign for Mlekarna Celeia.
Suša highlighted that the Brand Lift Study is an extremely useful tool for strategic decision-makers in companies, as it enables the testing of new creatives, products, and markets, while delivering added value to the client without additional costs. At the same time, it helps determine the optimal ad frequency and positions the client as an innovative player in the industry. He concluded his talk with an invitation to companies interested in gaining a deeper understanding of the impact of advertising on brand strength to join pilot campaigns and experience the advantages of the BLS in practice.
