MarTech Measured has launched in the UK alongside new tools to help marketers maximise their return on advertising investment.
In the last year, Measured – based in Austin, Texas, with offices throughout the United States and in Pune, India – has optimised more than £3.65 billion in advertising spend worldwide.
It has now opened a base in London. UK customers include MADE.com, Dermalogica UK, AB InBev UK and Stance.
“Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO.
“That pressure is even more intense when there is uncertainty about the future, like the threat of a recession. By unlocking the power of the industry’s largest collection of media incrementality intelligence, Measured tools enable customers to continuously adapt and optimise media for their business-critical metrics.”
With the threat of recession looming in the UK, businesses are looking for ways to save money. The company says that by measuring the incremental contribution media investments make to business results can identify where to eliminate waste and determine the right channels, campaigns, and tactics to focus on to remain profitable.
The firm says its Media Plan Optimiser saves time and reduces guesswork with accurate, automated spend recommendations for every channel and tactic.
Using incrementality-driven allocation technology, integrated with company performance data, it shows how to generate the best results on every channel, while taking into account the diminishing returns of increasing spend.
With customisable budgets, objectives, and optimisation strengths, advertisers can run and compare multiple scenarios in minutes to uncover opportunities to increase efficiency, scale, and diversify spend.
“By automatically calculating the estimated outcomes of proposed changes to our media mix, [Measured platform] Media Plan Optimiser enables us to make confident decisions about spend allocation,” said Eli Esagoff, growth marketer at retailer True Classic.
“The ability to choose from different levels of intensity, based on budget flexibility and appetite for change, means it’s great for any type of advertiser. The tool has saved our team a lot of time deliberating over marketing mix decisions.”