It’s been a big year for Lucid Measurement by Cint! The team has been hard at work helping our clients take the guesswork out of measuring and optimizing brand campaigns. The work culminated in successfully measuring 14,000 campaigns and collecting over 14.2 million opinions for our partners in 49 countries.
This year we added more channels to give you a holistic view of your media plan in one place. We improved your targeting options to allow you to match survey recruitment with your ad targeting. We even introduced tools to launch your own brand lift studies on your timeline.
Here’s a quick recap of what we added to Lucid Measurement in 2024, and a sneak peek of where we’re going in 2025.
Focus area one: objective, holistic measurement
Our first product improvement of 2024 set the tone for our year ahead, perhaps literally, by adding audio as a channel to our digital campaign tracking in January. This makes it possible to measure the brand lift of audio ads that stream in your podcast, music, or digital radio app of choice.
We kept it going, by launching the ability to measure digital out-of-home ads through collaboration with industry-leading DOOH platforms. Finally, we brought meaningful scale to social media measurement by creating a hybrid methodology with metered panel and OTS data to understand brand lift.
These features make Lucid Measurement by Cint a single source of truth to measure brand lift across digital, CTV, audio, linear TV, DOOH, and social media channels in one easy–to–use platform.
Beyond adding exposure data, we also invested time and resources in making our cross-platform results easier to understand. We introduced new benchmarks for Linear TV alongside our ever-expanding catalog of country and industry-specific digital benchmarks. We increased the number of country-language pairs supported to include French and Dutch in Belgium, Spanish in Argentina, Chile, and Colombia, and Thai in Thailand, to have 30 supported non-English country-language pairings.
Focus area two: future-proofing the methodology
Like many measurement providers, we started the year ready to finally face the deprecation of cookies.
It was widely expected that Google would drop support for third-party cookies in its Chrome browser in 2024 leading to disruptions in any tracking web services. We had been preparing well in advance by migrating exposure tracking partners to server-to-server (s2s) integrations and integrating with leading publishers and ad servers with first party data. However, that didn’t stop us from finding new ways to future-proof our methodology to drive more complete results for our partners in 2024.
One of the biggest wins was integrating Unified ID 2.0 identity into our exposure tracking with The Trade Desk. This provides high-quality, person-level exposure tracking for measuring campaigns and improves the amount of exposure data you receive. Campaigns that included UID2.0 saw an average increase of 48% in the number of exposures tracked.
Focus area three: democratizing brand lift measurement
Last but certainly not least, we set out into 2024 to make brand lift studies accessible for any ad campaign. Our valued partner, Disney Advertising, made a splash at CES 2024 by announcing their use of our Study Creator workflow. It enables anyone using Lucid Measurement to build and launch brand lift studies in minutes.
By the time your Instagram stories were flooded with wrapped reports of every acquaintance’s music listening habits, a dozen media companies had come on board to use Study Creator. No longer were they limited by email volume or bound by unseen bottlenecks, launching studies concurrently with any ad campaign became the norm.
We also future-proofed our methodology by adding Targeted Recruitment. This offers the option to match survey recruitment to the demographic makeup of your target audience in your ad targeting. When turned on it excludes anyone outside the ad-targeted group from taking the survey.
Looking ahead: what’s coming in 2025?
As we look back at what we dubbed “a year of innovation,” we have to say a heartfelt thank you to all our partners who trusted us. We appreciate you more than we can express.
To those who helped us create valuable features by participating in beta tests, giving us feedback, or being the first to jump in as soon as we made it available, you are the real heroes of this story. Thank you so much for your confidence in us and for the guidance you provided along the way.
So what then lies beyond our year of innovation? What’s the next journey we hope you’ll join us on? We are doubling down on the launch of our self-service workflow with a year of reinvention for Lucid Measurement. Our core focus areas for 2025 will include:
- Empowering users by introducing new automation and AI-powered features to do more with less.
- Adding new KPIs and reporting features to give you a more comprehensive view of your respondents’ experience.
- Redesigning the interface to make creating your brand lift studies and understanding your results even more intuitive.
Our goal is that these changes will allow you to spend less time setting up measurement and more time strategizing. After all, it’s not just about giving you the data but making it meaningful and useful to you every day.
We’re thankful for you coming along for the ride with us and look forward to seeing what next year brings.
