The Hague, Netherlands: Beatgrid, the single-source cross-media Adtech platform, today announces its new brand identity alongside an expansion of its offering with three new products to get the jump on the industry’s cookieless future. Beatgrid has re-engineered its technology to meet the new and upcoming audience measurement challenges head-on, building new tools to meet the challenges that the cross-media measurement marketplace requires to keep current. To match its innovative leap in the industry, Beatgrid has renewed its image with the help of former Spotify Brand Design Director Erik Herrström to drive forward its purpose and guide the industry into the next frontier.
Beatgrid’s passive ACR (Automatic Content Recognition) technology has already provided the solution for a host of globally renowned companies such as Google, Unilever, The Trade Desk, and Virgin but, today, audiences consume digital and offline cross-channel content through new formats, posing new campaign measurement challenges for marketers and advertisers. With the industry in a state of flux, it is necessary to keep up with the most progressive, privacy compliant, and future-proof technology solutions.
To address these issues, Beatgrid’s new product suite harnesses its proprietary ACR technology, to suit brand advertisers, media agencies, and media publishers with a full-funnel software solution and easy-to-understand dashboard analytics to track the following:
– Campaign ROI and outcomes effectiveness metrics.
– Accurate Cost per Reach metrics for optimisation of budget allocation by channel based on a real, single source, unduplicated data.
– Brand lift measurement based on verified TV ad exposures measuring campaign recency effect, and identifying optimal ad frequency and ad creative performance.
– Retail attribution analysis to determine the number of store trips made by both exposed and non-exposed ad users.
– Person-level cross-channel audience metrics from a single source.
– Ad creative effectiveness and cut-through analysis.
– Deterministic, unified exposure data across TV channels and platforms.
Beatgrid accomplishes these measurements through its three new product offerings:
– R&F Beat: Top-of-the-funnel product that addresses the cross-media fragmentation challenge experienced by brand advertisers when launching their ad campaigns. With R&F Beat, brand advertisers can have real-time information on the optimal flighting ratio and spot incremental reach data per stream and channel, tailored to their audience’s specific needs.
– Brand Beat: Mid-funnel product that verifies cross-media TV ad exposures by measuring campaign recency effect, and identifying optimal ad frequency and ad creative performance. It helps in the understanding of the users’ perception of a brand.
– Footfall Beat: Bottom-of-the-funnel product that measures cross-media to retail attribution, which essentially can tell brand advertisers if their cross-media advertising campaigns can affect store visitations and in-store behavior.
Daniel Tjondronegoro, Co-Founder of Beatgrid comments that: “After a few years of testing our products and solutions with global players like Google, The Trade Desk, Unilever, Sanofi, and Vevo, we decided to tie our recently experienced substantial growth with the creation of a new image. With this rebrand, we aim to prove our innovative and technological boldness by continuing to expand into key markets like the United States, Australia, and the United Kingdom, and illustrate our uniqueness by portraying ourselves as the future of cross-media ad audience measurement.”
Erik Herrström, Brand Designer, reflects on Beatgrid’s rebranding saying: “As an independent design studio, I carefully select my clients. The deciding factor to take on a project is normally the ambition level of my potential clients. For that reason, it was not a hard decision when I decided to help Beatgrid on their journey.
In close collaboration with Beatgrid, a set of key brand characteristics were defined that would help us set a focus on what the new logotype should communicate. It was crucial to capture how they absorb data, perform in-depth measurements, and provide their clients with digestible and actionable reports. By taking their process to heart, I wanted to make sure that the rather complex measurement technology could be represented in a simple very simple visual language.
While the standalone icon itself is a play on connecting data, it can also play a part in never-ending modular patterns that can evolve into a larger brand identity language. These patterns are representing the nearly mechanical approach that Beatgrid has to their cross-media audience measurement studies. The distinct and unique shapes of the new Beatgrid logotype are emphasized through a stark yellow color that connects back to the contrast of what Beatgrid can provide versus their competition.”
Founded in 2014 and headquartered in the Netherlands, Beatgrid is a fast-growing technology start-up that offers single-source cross-media ad exposure and retail footfall measurement, to directly understand where to save marketing costs and lift ROI. Beatgid has developed the industry’s most advanced mobile passive Automatic Content Recognition (ACR) technology for panel-based cross-media measurement and combines that with industry-leading geolocation tracking. Beatgrid is trusted by renowned organisations such as Google, The Trade Desk, Unilever, Coles Supermarket, P&G, Vevo, Virgin, and has helped marketing teams across the globe to accurately monitor their audiences through content engagement analyses, allowing them to optimize their ad spend and to maximize their ROI.
About Erik Herrström
Erik is the former Brand Design Director at Spotify. Now, he independently works as a Design Director & Art Director with a focus on brand design systems, visual identities and art direction. Erik is helping established global brands, startups, non-profits and individuals to define their design language and brand experiences.
During the past four years at Spotify Erik led design on brand identity projects, campaign art directions, interactive experiences, installations and photo shoots. Originally from Sweden, Erik has spent the majority of his career in New York City working for Spotify, Stink Studios, R/GA and Hyper Island — with clients such Nike, Google, Samsung, Facebook, Twitter, Discord, Sony Music, Condé Nast, Youtube, Coca-Cola and Beats by Dre.
Erik has worked on projects recognized by Cannes Lions, Art Directors Club and One Show Awards and more. In total he has won over hundred industry awards. His work has been featured in global press such as Fast Company, The Verge, Creative Review, Billboard and Wired. Erik has served as a judge for the Webby Awards and FWA since 2015.