“Brand Uplift”: willhaben ensures success measurement beyond click rates

• After a comprehensive beta phase, we launched the brand uplift
• willhaben tested a product with numerous well-known customers to measure the effect of increasing brand awareness
• The “Brand Uplift” is now available at no extra charge for direct campaigns with a minimum booking volume of one million ad impressions

In order to reach 3.6 million unique users and numerous advertising customers with attention-grabbing, target group-specific and relevant advertising, willhaben’s digital advertising team regularly develops and tests new, innovative services. Another new product is now being officially launched after being tested in a beta phase with numerous well-known customers: the “Brand Uplift”.

Jochen Schneeberger, Head of Digital Advertising at willhaben, explains: “From the click rate to ad impressions to ad viewability, a variety of key performance indicators (KPIs) are measured in order to quantitatively assess the effectiveness of marketing campaigns. However, in daily exchanges with our advertising customers from a wide range of industries, it was repeatedly discussed that the measurability of campaign success can have significant gaps in some places.” He adds: “Therefore, we decided to establish a direct survey tool Provides information about the perception of the potential target group during their current contact with advertising campaigns. During a comprehensive beta phase, we tested the innovative product with a large number of customers – including oekostrom AG and smart – and collected valuable feedback in order to make it available to the advertising market. The new service is now available at no extra charge for direct campaigns with a minimum booking volume of one million ad impressions.”

Is the campaign clear and unambiguous?

Specifically, the “Brand Uplift” is made up of the four metrics “Brand Awareness”, “Brand Consideration”, “Brand Preference” and “Action Intent”. “Among other things, we can analyze whether the advertising material is perceived by our users as eye-catching and concise and whether it has influenced the brand image or willingness to purchase. “In this way, advertisers can get helpful insights into brand or product awareness before and after the campaign,” says Schneeberger, enthusiastically about the new service and finally adds: “After the campaign ends, our advertising customers receive an exclusive brand uplift report, which provides information about the actual uplift of the campaign – i.e. about how existing and future consumers think about their brand.”