Independent creative agency, Oya! Communications Limited has launched a project to help brands effectively measure their campaigns. It is also targeted at helping companies reduce programmatic advertising spend in an increasingly competitive landscape. The project, which would be driven by data, would afford brands the opportunity to identify top-performing channels in order to optimise their in-flight campaigns. In a statement Monday, Creative Manager of Oya! Communications Limited, Kwabena Brakopowers said the project would focus on several key metrics such as brand awareness, purchase consideration, purchase preference, likelihood to purchase among others. “We hope the project would help businesses understand the impact of their campaigns across each of the metrics,” the statement read. “It is also to help us know how the various media channels contributed to the success of one brand or the other.” The project would be carried out in collaboration with Dataway Solutions. It would provide an avenue to track campaign exposure and audience targeting efficiency. “We believe some brands are outspending yet they are not getting the results that they require to treble their sales,” the statement continued. Since its establishment in 2011, Oya! Communications Limited has been influential in the advertising industry both local and international. It has provided businesses with a viewable, brand-safe, affordable, and fraud-free ad experience. With an entire department focused on finding “the killer combination of earned, owned, and paid eyeballs for content”, Oya! Communications continues to help Ghanaian brands compete globally.