Avid Collective, an Australian native content platform, has announced a partnership with measurement company Brand Metrics. The collaboration aims to provide insights into the success of clients' native content campaigns, including metrics such as engagement duration, impressions, reach, and brand uplift across the marketing funnel.

Avid Collective will now be able to measure the impact of its native content campaigns across four additional metrics: Brand awareness, brand consideration, brand preference, and action intent. Avid Collective is one of the few platforms that measure brand uplift for native campaigns running across multiple publishers.

"At Avid, we always try to be at the forefront of innovating our products and solutions. A major focus for the business has been to develop the measurement of impact from the channels, to provide marketers with clear understanding and insight into the success of content campaigns," said Ezechiel Ritchie, Commercial Director at Avid Collective.

"We see measurement of native content as a critical pillar for our clients using the channel in the coming years, particularly in driving lift across the funnel. This partnership allows Avid, Brand Metrics and our clients to see that uplift.”

This partnership follows the recent launch of the Avid Platform 2.0, which aims to make high-quality campaigns more accessible through greater access, impact, and scale.

Gavin Merwood, Commercial Lead APAC at Brand Metrics, added, "This first-to-market partnership with Avid Collective has really allowed us to highlight how running native content across multiple publisher types can really move the needle on mid-funnel brand lift metrics for advertisers."

The Avid team has collaborated with Brand Metrics to create brand effectiveness studies on written native content campaigns across Avid’s network. This partnership is expected to provide a cost-effective way for brands and agencies to get robust reporting on campaigns they couldn’t previously receive.