Paramount ANZ has entered into a partnership with Brand Metrics to gauge the effectiveness of the network's Connected TV (CTV) campaigns.

The global provider of brand lift measurement solutions will furnish Paramount ANZ with independent brand lift data and proof of campaign performance. The partnership will also result in a new brand impact study, developed in conjunction with independent advertising platform Innovid. This study will provide insights into brand and business KPIs delivered via CTV campaigns. Viewers of the campaigns will be invited to share real-time survey responses and feedback via their remote control.

Paramount ANZ Chief Sales Officer, Rod Prosser, said, proof of performance is a key pillar in our strategic approach for 2024.

"The industry is shifting towards an outcome-based approach, so there's an expectation that effective marketing is built on understanding what's driving results. We're closing the loop for marketers by providing more meaningful metrics that demonstrate the role and power of CTV advertising within their marketing mix and empowering them to respond to trends and insights to achieve business outcomes," he said.

Brand Metrics works with publishers and broadcasters such as The New York Times, The Guardian, Bloomberg, Financial Times and News Corp. Its survey-based SaaS technology calculates brand lift across four key metrics: awareness, consideration, brand preference and action intent, and compares these scores against its 25,000+ global benchmarks.

The group's CRO, Elwin Gastelaars, said Paramount ANZ is committed to delivering measurement at scale, with consistency and methodological accuracy.

"This is about arming its team with data-led evidence to inform planning. Using such tools to measure effectiveness sets Paramount ANZ apart, providing a unique opportunity for advertisers to drive efficiencies and deliver on brand outcomes. Brand lift data can help to open up additional opportunities which speak to the many wants and needs of audiences," he said. "We are delighted to work with such a prestigious partner; empowering it to gather independent data which enables its team to measure uplifts in awareness, consideration, preference and action intent."