Brand as Performance | MMA / Marketing + Media Alliance
MMA Research

Brand as Performance Research Initiative

A New Growth Framework for Brands
Research & Insights

Proving the Value of Brand Marketing is Now Possible!

Marketers have long struggled to balance brand-building with short-term performance. Too often, brand budgets get cut because the value isn’t measured in ways that resonate with the C-suite.

Brand as Performance (BaP) changes that. Backed by $2M+ in research, 40,000+ surveys, and sales data from hundreds of thousands of households, BaP is a breakthrough methodology that captures the full impact of brand marketing campaign and delivers the hard metrics and clear evidence to help CMOs defend budgets and accelerate growth:

  • Brand marketing delivers short-term results – Campaigns shift favorability within weeks.
  • Favorability converts decisively – Favorable consumers purchase at 4–5x the rate of non-favorables.
  • Marketing compounds over time – The long-term impact is up to 6x the short-term effect.

BaP gives marketers a unified growth framework, clearly linking advertising to both brand equity and sales.

It answers the toughest questions:

  • What’s the real value of brand, short and long term?
  • How should we balance brand vs. performance budgets?
  • Which tactics maximize multi-year growth?

 

Interested in Learning More?

Email [email protected] or fill out the form below.

 

Watch On-Demand - Hidden Treasures of Measuring Brand: Illuminating how Advertising Affects Long-Term Growth

This webinar will tackle the ongoing debate between brand-building and performance-driven marketing, focusing on the attribution and measurement challenges that marketers face today. Learn how innovative metrics, tools, and data integration techniques can quantify the impact of brand on long-term growth. With practical advice and a roadmap for implementation, this webinar is tailored for analytics, media, and brand professionals looking to improve their measurement frameworks and make smarter allocation decisions.
Webinar

Watch On-Demand - Brandnomics: The Science Behind Brand-Driven Financial Growth

The challenge of balancing between brand and performance is probably as old as marketing itself. While many marketers realize that both are essential for a successful marketing strategy, they usually find it challenging to align internally behind a common approach and common understanding of how these two marketing approaches drive growth. We will explore these approaches and highlight specific case studies, including results that show how brand favorables activate at a 6x rate versus non-favorables.
Webinar

Interested in Learning More?

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Study Approach and Methodology:

While there is no “off the shelf” ready-to-go commercial product to address this gap, the MMA has created a methodology that has been vetted by marketers, publishers, academics, and MTA providers. The consensus is that this study will effectively help marketers identify the optimal mix of performance and brand marketing as well as the balance between reach and targeting for a more complete ROI from Marketing investment.  This new approach has been designed around the following pillars:

  1. User Level / Deterministic Data: We believe that aggregated brand metrics don’t move, so our approach needs to use bottom-up, person-level data (unified IDs, not cookies)
  2. Employ MTA With the Use of Test vs. Control: We believe in the power of MTA to assign credit to media tactics and control for exposure over time, but we need to start with a clean data set that a true experimental design can provide.
  3. Measure Sales and Brand Metrics: We need to be able to collect and analyze both types of metrics, using survey data to measure band favorability and actual sales conversions over time.
  4. Assess a Compete Range of Marketing Tactics: We will design an experiment that assesses the contribution of different tactics, targeting approaches, and creative intent.
  5. Big Scale and Pre-Matched: We need to ensure that we start with enough users given attrition over time, as well as the need to drill-down into sub-groups.

An Industry Consortium to Lead Marketers to the Right Answer

The insights from this research will be highly valuable to both marketers and media companies. Without this research:

  • Marketers will continue to base media planning on precedents and short-term tools that lead to media decisions that might not be serving the brand’s best interests, all told.
  • Media companies will remain pigeon-holed as performance vs. brand plays without solid evidence, preventing their ability to effectively compete for more parts of the marketer’s ad budget.