SberMarketing and Maer: Merch metric (System for evaluating the effectiveness of branded products)

Main article: Definition of Business Intelligence

2023: Presentation of Branded Product Performance Assessment System

and SberMarketing the media holding MAER presented a comprehensive system for assessing the effectiveness of branded products as a full-fledged advertizing channel - merch metric. This was SberMarketing announced on November 15, 2023.

The method was developed with the support of the ACAR research center. For the first time, it became possible to calculate the number of merch contacts with the audience on the advertising market. This will allow you to calculate the cost of the contact depending on the budget of the advertising campaign in which the merch is used.

For evaluation, the main industrial methodologies and approaches were used, which are used to calculate classical advertising tools, for example, outdoor and indoor advertising.

The merch advertising performance analysis system consists of four consecutive stages. The first is an estimate of OTS, the number of people who could see the merch. The second is the calculation of the frequency of viewing branded products. In the third stage, the coverage of the number of people who have seen merch at least once is determined. Finally, the CPT is calculated - the cost of 1000 merch impressions.

SberMarketing and MAER have created a calculator calculating the effectiveness of branded products. Customers will be able to choose the type of merch, the size of the city, the number of pieces, the cost of merch and get results with calculations of OTS, coverage, frequency and CPT.

With the development of technology, expectations are constantly growing for marketing and evidence of the effectiveness of MROI. Digital communications are developing more and more rapidly, but offline channels have been stagnating for a long time. In addition, in recent years, there have been changes in work with performance tools, search and media advertising, video and DOOH. We joined forces with MAER to create a comprehensive system for evaluating the performance of branded products as a full-fledged advertising channel. It will definitely change the advertising market in the near term. Companies will use merch more actively as a marketing tool, because now it has become possible to assess its effectiveness. Merch has a number of indisputable advantages, including long-term and multiple contacts in a person's inner circle and a high level of trust, "commented Stanislav Andreev, CEO of SberMarketing.