Innovative metrics from the Ehrenberg-Bass Institute, including mental availability (how often a brand is considered in buying situations) and mental advantage analysis (which buying situations a brand dominates), are revolutionizing brand growth measurement and ongoing brand health monitoring.
In this presentation, Madita Brandhorst, senior tracking lead at quantilope, explores how to extend these metrics beyond brand health tracking to optimize communications and ad campaigns. Madita will review today's rapidly changing media landscape and the challenges brands face in reaching audiences amidst fragmented media consumption. She will provide a deep dive into best practices for developing campaigns that increase mental availability across specific buying situations and explain how to build an ad tracker based on these new concepts and the valuable insights it can provide.
Key takeaways:
• Understand how mental availability and mental advantage analysis drive brand growth by connecting your brand to specific buying situations that matter most to today's consumers.
• Learn what hurdles communication needs to overcome in order to be effective – and what these hurdles have to do with mental availability.
• Discover how to create an ad tracker based on innovative metrics, unlocking actionable insights to increase the impact of your campaigns.
