Whalar, the world leader in creator commerce, announced the first full-channel measurement solutions for the creator economy. The strategic partnership includes some of the most advanced platforms available today – Element Human, GWI, NetBase Quid, Nielsen, Tubular Labs and VidMob.
The industry has proprietary metrics and formulas that give brands potential misdirections to measure success. Creator content should be measured in the same way as all media. These comprehensive solutions leverage each partner’s strengths to give brands the right tools to scale and measure the effectiveness of any type of campaign run by a creator. Ultimately, giving brands more confidence to reach and engage communities in the creative economy, resulting in more impactful business value.
“Marketers have always measured what matters, the creator economy is no different. The Creator Economy is here to stay and measurement needs to expand and grow with it to ensure there is rigor in helping the industry understand its effectiveness and impact. These solutions allow marketers to measure what matters and actually trust what is being measured.”
Gaz Alushi, President of Measurement & Analytics, Whalar.
By providing validated awareness, consideration, and conversion, the combination of all these channels expands the possibilities for assessing creator-led initiatives. The group will advance and supplement, including:
- demonstrating to advertisers the value of creator marketing in a way they currently gauge the value of other elements of their business
- How to broaden your creative base and build brand equity
- identifying and measuring the business outcomes that the KPI creators are achieving
- Recognize who the sales volume generators are.
- And create continuing optimization and media strategies to boost effectiveness
“Creators bring a unique expression and following to the table. Marketers are seeking more concrete links between this expression and their business results. VidMob is excited to help creators and marketers understand which creative decisions are helping or hurting performance so they can continuously monitor and improve their content to measurably improve their bottom line.”
VidMob VP of Revenue Will Post.
“Marketers want to invest in the growing creator economy using a mix of tactics and formats that stretch beyond video. Leveraging Tubular’s ability to connect video viewing to consumer purchase and website visitation alongside other best-in-class tools for other formats and KPIs enables Whalar customers to better plan, optimize and measure campaigns,”
Chrissy Werner, VP Marketing, Tubular Labs.
“GWI is proud to be selected by Whalar to help the advertising community better measure the growing content creator economy. This unique and bespoke way of reaching customers deserves the revenue that is flowing to it and we are glad to help ensure lack of measurement does not hold advertisers back.”
Carrie Seifer, Chief Customer Officer, GWI.
“Element Human is excited to be working with Whalar on bringing comprehensive and scalable measurement to the Creator Economy. Beyond Reach figures, creator content has long-needed access to measurement metrics that are common across platforms. Our new partnership unlocks Attention and Emotion metrics that tap into how viewers engage with and respond to the creative in the context of placement and platform. In doing so, Whalar and Element Human have harmonized measurement across a fragmented marketplace to deliver true content calibration for media planning.
Element Human’s mission is to unlock sophisticated audience insight at scale. Whalar is a pioneering partner who brings not only incredible scale but a genuine spirit of inquiry and willingness to explore innovative techniques and technology.”
Dr. Hamish McPharlin, President of Element Human.
“Social media is more influential than ever in the lives of consumers. NetBase Quid is excited to partner with Whalar to deliver the industry’s most accurate social media insights for measuring the impact of the creator community,”
Bob Goodson, President and CoFounder, NetBase Quid.
Whalar is at the forefront of measurement for the creator economy. By implementing unique full-channel standards, best practices and strategic solutions, Whalar provides communication solutions for the ever-changing industry. To continue this momentum, Whalar recently appointed Alex North as Head of Measurement and Analysis for the EMEA region. Prior to joining Whalar, Alex was the Head of Measurement Partner Management at Meta, where he was responsible for the company’s global collaborations with the third-party metrology ecosystem and oversaw data integrations. with many measurement companies. their marketing. spend on the Meta platform. Alex has also held key measurement roles at media agencies ZenithOptimedia and PHD as well as research providers Kantar and Nielsen.