Kristen Friesen assumes new role in response to growing demand on both sides of the pond

Global technology company, Brand Metrics, which works with publishers to demonstrate the effectiveness of digital advertising, has appointed Kristen Friesen as VP Business Development in the US as growing numbers of clients opt to use its technology to measure brand lift at scale.

In her new role at Brand Metrics, Kristen will form part of a growing team, helping to scale its groundbreaking products across the US market. She will seek out strategic partnerships whilst developing and leading the US-based sales structure.

Based out of Austin, Texas, Kristen was most recently Head of Growth for Zeus Prime at Zeus Technology, the ad tech start-up within The Washington Post serving the publisher and advertiser ecosystem. Here, she was focused on building a self-serve advertising platform which connected advertisers directly to ad inventory from a marketplace of trusted publishers, as well as developing strategic partnerships and overseeing go-to-market strategy.

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Prior to this, she spent ten years in revenue-driving roles within The Washington Post’s client solutions division – working with brands and agencies to build and execute strategic advertising campaigns across a portfolio of products including branded content, live event series, podcasts and newsletters, onsite digital display, programmatic, video executions and strategic partnerships.

Kristen comments: “I can say with first-hand knowledge that there is a true need for the tool that Brand Metrics has built. Publisher direct revenue has been at risk for years as budgets have shifted to platforms with lower funnel attribution models and, often, lower CPMs. Publishers are under pressure to justify the dollars advertisers are spending with them, but beyond the standard CTR reporting, many of the available custom reports and brand lift studies are available only to the highest spending advertisers. Brand Metrics offers publishers a way to provide additional qualitative reporting to clients at scale without those high spend barriers.”

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Mikael Larsson, COO and Co-Founder at Brand Metrics, comments: “We are absolutely delighted to welcome Kristen to our rapidly expanding team, to head up our sales and growth efforts in the US. She is staying true to her path of working with publishers to build tools that better serve advertisers and increase direct publisher revenue. Kristen is a driven leader and an innovative thinker, and she will enable even more clients to prove the effectiveness of digital ad campaigns continuously and consistently against advertisers’ key metrics, regardless of campaign size and cost.”

Brand Metrics is empowering a growing number of publishers and agencies to gather independent data on their digital ad campaigns and enabling them to measure uplift in awareness, consideration, preference and action intent, in a simple, cost-effective and comparable way.

Brand Metrics provides the only platform to measure brand uplift for digital ad campaigns, including display, branded content and video, even campaigns as small as 50,000 impressions, to ensure publishers have tangible proof of their value for even smaller clients. Simple and powerful, their survey-based SaaS technology calculates brand lift across four key metrics: awareness, consideration, brand preference and action intent and compares these scores against Brand Metrics’ global benchmarks, allowing full comparability from campaign to campaign. Their SaaS technology is used by over 50 global publishers including Bloomberg, New York Times, Newscorp, The Guardian, Financial Times and Burda Forward, providing them with tangible proof of their site’s value.

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