NB: Brand Pulse is a feature which can only be enabled by your Customer Success Manager after new commercial terms are accepted. Please reach out to your CSM for access and more info.
Brand Pulse empowers you to understand the full customer journey, revealing how upper funnel interactions drive action across channels. You can make privacy-safe, data-driven decisions in real time, eliminate wasted ad spend, and maximize the impact of every touchpoint across platforms.
Brand Pulse at a glance
- Find out if a campaign is reaching its objectives while it's still running.
- Optimize targeting, budget and creative rotation on the go.
- Over a dozen metrics to guide you in adjustments to drive incremental reach and new buyers.
- Avoid ad fatigue to ensure sustained engagement across display and video channels.
With Brand Pulse, you can minimize waste as it happens, rather than running some 30-day statistics when the action is long over. You can act on new opportunities and strike while the iron is still hot. And all this across all of your walled-garden social channels.
In addition, Brand Pulse leverages Smartly's saturation tracking to predict ad fatigue. This way you'll know when it's time to refresh your creative.
Brand Pulse gives you a real time view of social performance. No more under-investing in upper funnel social media just because you don't know if it's impactful.
Real Time Reach & Frequency
Under Brand Pulse is our Real Time Reach & Frequency (RTRF) insights capability that gives you a view of your brand performance across channels in real time. It lets you target audiences, allocate media budget and manage creative rotation while the campaigns are still ongoing, tweaking them for maximum reach.
RTRF measures deduplicated or cumulative reach and frequency across all social media campaigns in real time. It works by overlaying metrics from social APIs with audience panels, applying an industry standard method to illustrate the performance of each ad platform.
Why is Reach & Frequency important?
When you're active in several platforms, you'll be reaching the same people multiple times - 51% of audiences across major digital platforms are shared.
You can now use Smartly to estimate how many people you're reaching (Effective Reach) and how often (Effective Frequency), and adjust your media mix accordingly.
Supported ad platforms
Brand Pulse supports the following platforms at Smartly:
Supported campaign types
Brand Pulse supports all campaign types in Smartly. It's optimized for broad targeted campaigns with reach, awareness, video view, or traffic objectives.
The campaigns themselves can be either Auction or Reservation (Reach & Frequency).
Cross-channel insights
On top of platform specific metrics, Smartly's Brand Pulse also provides deduplicated cross-channel insights. (Deduplication, in this context, means that we estimate how many unique users or accounts have been reached across multiple channels.)
We provide deduplicated insights leveraging data from our measurement panel data providers Comscore & GWI.
For individual platform metrics, we rely on our platform partners to provide the data directly to us. This is how we are able to provide reach, frequency, incrementality and spend metrics across your campaigns.
For cross-platform metrics, we rely on three sources:
- Our platform partners (Meta, Snapchat etc)
- GWI - the world’s premier survey based panel data provider
- Comscore first-party opt-in panel data consisting of PC and Mobile panelist web consumption across several Global markets.
All this goes into our model from where we probabilistically determine overlap.
Brand Pulse metrics
Brand Pulse offers a full suite of metrics powered by our Real Time Reach & Frequency (RTRF) engine. The available metrics are:
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Audience Size
The total audience size that platforms provide based on your campaign / ad set’s targeting specifications. -
Audience Saturation
Percentage of people reached over your total audience size. -
Daily Frequency
How frequently are the same being reached daily. -
Cumulative Frequency
The overall frequency across the duration of an active flight. -
Daily Impressions
How many times as an ad on the screen of a target audience. -
Cumulative Impressions
The overall impressions that have been generated across the duration of an active flight. -
Daily Reach
How many people are being reached daily. -
Cumulative Reach
The overall number of people who have seen the specified ads over the duration of an active flight. -
Daily Unique Reach
For the daily reach across platforms, daily unique reach refers to the unique contribution each platform brings to that reach at a daily interval. -
Cumulative Unique Reach
For the cumulative reach across platforms, cumulative unique reach refers to the unique contribution each platform brings to that reach over a period of time. -
Cumulative & Daily Overlap
Overlap metrics at cumulative & daily level are available when selecting ALL under platform selection and using either the cumulative or daily unique reach metrics. Overlaps calculates the common audiences reached across all the ad sets active across platforms selected in the scope of report. -
Daily Incremental Reach
How many unique new people are being reached daily. -
Cost per Incremental Daily Reach
The cost of reaching new unique people on a day to day basis. -
Daily Spend
How much budget is being spent daily. -
Daily Video Views 25% / 50% / 75% / 100%
Number of times video was viewed by x% of its duration. -
Cumulative Video Views 25% / 50% / 75% / 100%
Total number of times a video was viewed by x% of its duration over a certain period of time. -
Cost per Cumulative Video Views 25% / 50% / 75% / 100%
The cost of having a video being viewed by x% at a cumulative level. -
Cost per Daily Video Views 25% / 50% / 75% / 100%
The cost of having a video being viewed by x% at a daily level. -
Audience Saturation Change
The refers to how quickly audience saturation changes over time. This is a powerful insight into how rapidly audiences are being reached which is incredibly valuable especially during big media moments.
Most common analyses
- Audience Saturation vs Cumulative Frequency
- Cumulative Reach vs Incremental Reach
- Daily Reach vs Incremental Reach
- Audience Saturation vs Cost per Daily Incremental Reach
- Video Metrics
- Cumulative Reach vs Cumulative Daily Video Views (25%) - Balancing reach with viewability.
Supported countries
Brand Pulse has no country or region restrictions; we support all regions supported by our platform partners. Regional restrictions apply when considering cross channel measurement, specifically in the case for deduplicated insights.
Supported regions and countries for cross channel deduplication are:
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Asia-Pacific
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Europe
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Americas
Middle East and Africa
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Confidentiality in Brand Pulse reporting
The data in your Brand Pulse reports is considered Smartly Confidential.
We use 3rd party panel partner data to help calculate cross channel brand metrics. This means that our customers also have to abide by terms our partners have.
In practice, the metrics are for your company's internal use only and not to be e.g. made publicly available or sold/distributed to third parties.
Get started
You can get started with Brand Pulse today by creating a Brand report!