London, August 8, 2023 – Kantar, the world’s leading marketing data and analytics company, has been named Lyft Media’s measurement partner for Brand ‘Lyft’ studies. Providing advertisers with campaign effectiveness using Kantar’s industry-leading Brand Lift Insights platform, Lyft Media will launch In-App ad placements, allowing for millions of monthly rides to be available for personalization within the Lyft app. The ads will appear directly within the Lyft app, which can yield impressions from consumers, who check the app nearly 9x per ride, on average.
Ad effectiveness is critical to ensure the best return on investment on stretched marketing budgets. Lyft joins the most prominent digital publishers, media companies and well-known apps leveraging Kantar’s industry-leading solutions to help advertisers measure the effectiveness of their campaigns. Kantar’s Brand Lift Insights platform enables seamless metrics for publishers, agencies and advertisers, providing an infrastructure that can help improve scalability. Brand Lift Insights are gathered and compared to a normative database of more than 28,000 digital campaigns and Kantar’s 169 million-strong panelist network to measure ad effectiveness.
Lyft Media, the new transportation ad solution, delivers billions of monthly ad impressions, making a measurement partnership with the industry leader even more critical. Kantar Brand Lift measurement will allow Lyft advertisers to gain trusted campaign performance metrics in-flight with full reporting post campaign.
Shane Dwyer, Head of Lyft Media Sales, commented: “As we launch In-App advertising on Lyft, we are excited to be partnering with Kantar Media to help brands better understand ad effectiveness and overall impact on brand metrics like awareness, purchase intent and brand association. Kantar Media is a leader in the space and we look forward to helping our brand partners better understand how their messages drive sentiment with our riders.”
Steve Silvers, Executive Vice President, Kantar Media & Creative Solutions, commented: “As the industry leader in providing Marketing & Media Insights solutions globally, Kantar rigorously measures real people to provide real results, regardless of the channel allowing us to better shape brands of tomorrow by better understanding people everywhere. We are excited to be the measurement launch partner of Lyft Media and look forward to proving the true value of their audience to marketers.”
Kantar’s measurement solution with Lyft is available starting Thursday, August 10th.