Dynamic Logic Announces New Partnership with IRI and Introduces New Solution To Integrate the Branding and Sales Effects of Digital Ad Campaigns Findings from Pilot “AdIndex Connects with IRI” Study Demonstrate the Power of Bringing Together Attitudinal Insights and Purchase Data January 7, 2010
Posted by Mark Blei in : Dynamic Logic Press Release, General announcments, industry news , add a commentDynamic Logic Launches Optimization Tool, Delivering Real-Time View of Online Ad Campaign Performance
“Adometer” Gauges Initial Breakthrough, Enabling Creative and Media Changes to Be Made While Campaigns Are Still Live
New York, November 19, 2009 — Millward Brown’s Dynamic Logic, the leader in measuring digital advertising effectiveness, announced today the launch of Adometer™, an optimization tool that gives advertisers an early indication of a campaign’s performance. The tool is based on real-time measures of “breakthrough” including how memorable an ad is and whether the target audience is being reached. Adometer’s attitudinal measures offer an alternative or enhancement to traditional online tools that optimize based on click-through or lead generation alone, which can often provide a misleading picture of a branding campaign’s true impact.
“With Adometer, clients now have a reliable decision-support tool for making creative or media changes while a campaign is still live,” says Michelle Eule, Managing Director, AdIndex Solutions for Dynamic Logic. “While many factors play a role in campaign effectiveness, breakthrough is critical, especially when brand-building is an objective. By providing a real-time indication of whether or not a campaign is breaking through, advertisers can make necessary changes early on, before impressions are wasted.”
Adometer works by launching a short survey that appears directly within the frame of an advertisement. Results, which are delivered in an easy-to-use online interface, can be filtered by target audience or other audience segments, providing more granular insights over other solutions that offer single-question surveys. Below are examples of the types of actionable insights Adometer provides:
- Dynamic Logic Adometer Sample Output (click for larger view)
“In many ways, clients have their hand on the optimization trigger, so to speak, and they are looking for a reliable tool that can either confirm their advertising is working, or give them the insight to know what to change,” commented Jean Robinson, President of Dynamic Logic. “We believe Adometer will be a welcome addition to the market.”
Adometer can be used as a complement to Dynamic Logic’s more thorough, in-market measurement solutions. For more information, email sales@dynamiclogic.com.
New News: Dynamic Logic and IRI Partner to Integrate Attitudinal Insights and Purchase Data for CPG & Retail Marketers January 7, 2010
Posted by Mark Blei in : Dynamic Logic Press Release, Sales and Marketing , add a commentDynamic Logic Announces New Partnership with IRI and Introduces New Solution To Integrate the Branding and Sales Effects of Digital Ad Campaigns
Findings from Pilot “AdIndex Connects with IRI” Study Demonstrate the Power of Bringing Together Attitudinal Insights and Purchase Data
New York, December 2, 2009 – Millward Brown’s Dynamic Logic announced today the launch of “AdIndex Connects with IRI,” a new solution powered by IRI (Information Resources, Inc.) consumer and shopper insights. The solution is part of the DLConnects™ family of solutions and enables CPG and Retail marketers to answer the essential questions surrounding campaign effectiveness: “how did my online ad campaign impact consumer perceptions of my brand?” and “did it help drive sales?” The solution is built on the foundation of Dynamic Logic’s AdIndex®, the leading source for measuring the brand impact of digital advertising.
“As digital becomes a bigger piece of the marketing mix, we continue to develop innovations that bring together the best of the online and offline worlds,” said Mary Ann Packo, CEO of Millward Brown North America. “IRI’s consumer and shopper knowledge is a great complement to our expertise in building brands, and together we can provide insights that help move our clients’ businesses forward in the digital world.”
”Partnerships like the one that we are announcing today with Dynamic Logic enable marketers to quantify the offline sales impact of their digital media campaigns,” said Robert (Bob) I. Tomei, President of Consumer and Shopper Insights, IRI. “IRI’s rich purchase data and consumer insights combined with Dynamic Logic’s unique ability to measure the brand impact of digital advertising deliver an extremely powerful approach to fully understand the return on investment of their online media programs.”
“AdIndex Connects with IRI” integrates Dynamic Logic’s proprietary technology for determining exposure to digital advertising with IRI’s ever expanding view of the consumer and shopper (via its Consumer Network panels) which provides key purchasing, demographic, attitudinal and usage information. In addition to in-depth branding measures and short-term sales impact, the solution also assesses how effective a campaign is at reaching specific behavioral targets such as high-volume shoppers in a brand’s category or frequent shoppers of a competitor’s brand.
Case in point: In a recent study for a consumer packaged goods company, attitudinal data showed online advertising had positive results on brand metrics but did not significantly impact the number of individuals intending to purchase. Further investigation of IRI’s Consumer Network purchase data revealed that exposure to the ad campaign did result in incremental sales although not among new buyers. Rather, exposure to the online ad campaign drove existing buyers to make additional purchasing trips thereby increasing sales. Building on this story, Dynamic Logic then investigated the specific creative executions that proved to be more effective at driving purchase intent among existing buyers and made recommendations on how to enhance the campaign to resonate with non-buyers.
“While the industry has made great progress in moving ‘beyond the click’ in terms of measurement, the reality is that many marketers still evaluate their campaigns based on ad interaction metrics alone,” says Ken Mallon, SVP Custom Solutions of Dynamic Logic. “Dynamic Logic continues to believe that, in order to be considered effective, advertising placed on any media must either change people’s perceptions or increase sales. Partnering with IRI allows us to enhance our DLConnects ad effectiveness offering in a very tangible way and to continue to help clients maximize ROI.”
Media Coverage:
Top story in Ad Age today! View Ad Age article:
IRI-Led Consortium Aims to Tie Digital Ad Spending to Purchases
IRI Unveils Platform to Gauge Ad Effectiveness
Dynamic Logic Study for redbox Reveals That In-Call Media Can Be Highly Effective For Raising Brand Awareness and Purchase Intent September 1, 2009
Posted by markblei in : Dynamic Logic Press Release , add a comment
Purchase likelihood increased almost 11 percentage points among occasional DVD renters following ad exposure
NEW YORK CITY, September 1, 2009 — As more marketers begin to leverage mobile display advertising (e.g., WAP display, mobile applications or SMS) as part of their media mix, new research suggests that audio ads deliver branding impact that marketers should take note of. Dynamic Logic, Safecount and VoodooVox — leading innovators in mobile measurement, recruitment and media, respectively — have teamed up on a new study to explore the branding effects of In-Call Media, the insertion of audio ads directly into the call stream of a targeted consumer. According to their research, In-Call Media can have a strong influence on both brand awareness and intent.
In the study, Dynamic Logic measured the branding impact of an In-Call Media promotional campaign for redbox, a subsidiary of Coinstar, Inc. and provider of fully automated kiosks featuring $1 per night new release DVDs. Results demonstrate that exposure to the redbox messages increased Aided Brand Awareness by over 9 percentage points among overall respondents — a significant increase for the brand and higher than typically seen with Dynamic Logic’s mobile display norms. Furthermore, among respondents whom occasionally rent DVDs, the campaign increased those saying they were very likely to rent from a redbox kiosk by almost 11 percentage points (10.7%).
“Dynamic Logic has always put a strong focus on digital innovation and marketing insight; therefore, we’re continuously working with clients to measure their newest mobile and new media marketing efforts,” says Ali Rana, vice president, digital strategy at Dynamic Logic. “As demonstrated by these results, In-Call Media can provide an opportunity for marketers to explicitly communicate brand propositions to an engaged audience while in a relevant mindset.”
The campaign was executed through VoodooVox, whose In-Call Advertising Network serves upwards of 100 million ads a month across dozens of call sources. In the campaign, callers who were on hold for a popular toll-free movie ticket line heard a variety of 10-second messages about redbox in an effort to build awareness and encourage trial of their movie kiosks. Interested callers could engage further to hear more or get a text message coupon.
“In-Call Media provides brands a targeted way to reach and engage consumers. On ad-sponsored services like movie ticket lines and dozens of other call publishers, advertisers continue to reap the benefits of the In-Call Media. It’s simply a highly effective way to engage the mobile consumer” said Gregory Wester, COO of VoodooVox.
Safecount, who led recruitment and data collection, usedVoodooVox’s In-Call Media technology to survey callers. Callers who opted-in received an SMS text message with instructions to access the telephone survey. VoodooVox’s technology identified which survey respondents had been exposed to the audio ads, and Dynamic Logic’s control-exposed research methodology was used to determine the overall impact on respondents who heard the redbox advertising.
Other findings from the study:
- Awareness of the redbox brand significantly increased after just one exposure to the advertising — it takes the average online campaign ten or more exposures to generate a similar increase, according to Dynamic Logic’s MarketNorms.*
- Direct communication of brand attributes in the audio ads, combined with multiple ad exposures, led to significant increases in respondents’ agreement that redbox is “the easiest way to rent a movie” and “the best value” among DVD renters.
- Among “Frequent DVD Renters,” Aided Brand Awareness increased 11.9%.
The redbox campaign was targeted to mobile phone users and ran throughout the month of December 2008, delivering 900,000 audio ad impressions during this time.
* NOTE: While the same control/exposed methodology is utilized, online MarketNorms is comprised of data collected via online interviews; therefore, different surveying techniques may play a role in differences when comparing to the redbox campaign.
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About Dynamic Logic
Dynamic Logic helps clients build brands and meet ROI objectives by providing marketing insight across all digital platforms and the broader media mix. As a Millward Brown company, Dynamic Logic offers advertisers, agencies and publishers the unique combination of world-class expertise on brand building and media coupled with normative insights from its database of thousands of digital campaigns, the largest in the industry. Founded in 1999, Dynamic Logic pioneered online ad measurement and has grown with the digital age, developing innovations across 27 digital platforms and establishing specialty practices in cross-media, social media, mobile, gaming and custom solutions. Responding to an industry need for data integration, Dynamic Logic established DLConnects™, a suite of solutions that provides clients synthesized insights from multiple sources including attitudinal, post-view behavioral, sales and tracking data. www.dynamiclogic.com
About Safecount
Safecount is a leading digital survey recruitment and data collection company that is dedicated to improving transparency for consumers, publishers and researchers. Having performed over 4,000 online studies for several clients, our patented live web recruitment technology delivers between 2 and 3 million respondents per year. This recruitment and data collection approach, as well as our online tracking technology, is available now to all research companies.www.safecount.net
About VoodooVox
VoodooVox is the leading provider of In-Call media, specializing in targeted insertion of ad-supported audio content into automated phone services, prepaid calling cards, directory assistance and other call streams.
Contact Information:
Vijay Chattha
For VoodooVox
tel: 415-305-6041
vijay@vscconsulting.com
Sara Beaty
Dynamic Logic
tel: 212-844-3743
sarab@dynamiclogic.com
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New Research: Position and ad shape may have more impact in online advertising than size August 20, 2009
Posted by dynamiclogicbeaty in : Dynamic Logic Press Release, Ken Mallon , add a commentNew research released today by Dynamic Logic reveals that online ad effectiveness depends less on size than it does on shape and placement, based on MarketNorms data.
Is Bigger Better When it Comes to Online Ad Size? Jury Still Out, According to Dynamic Logic
Position and Shape May Play a More Important Role than Size 
New York, August 20, 2009 -Research released today by Dynamic Logic, the leaders in measuring digital advertising effectiveness, reveals ads that are integrated into the content of the page, such as half banners and rectangles, are the most effective in driving online ad awareness and purchase intent.
The research, based on 2,390 online display campaigns that took place over the past three years, is from Dynamic Logic’s MarketNorms database, the largest in the industry. It found that half banners (234 x 60) and rectangles (180 x 150) were more effective than ads that frame the page such as leadersboards and skyscrapers.
Media Coverage:
Top story in Ad Age today! View Ad Age article:
Why Large Online Ad Formats Aren’t Industry’s Silver Bullet
Bigger Isn’t Necessarily Better When It Comes To Online Ad Formats
Solutions Spotlight On Mobile AdIndex July 20, 2009
Posted by markblei in : Dynamic Logic Press Release , add a comment
News: Dynamic Logic & Compete Partner to Offer Best-in-Class Branding & Behaviorial Measurement July 15, 2009
Posted by Mark Blei in : Dynamic Logic Press Release, General announcments , 2comments
Dynamic Logic and Compete announced today a partnership that brings together the branding impact of digital advertising campaigns with online consumer behavior metrics to provide a comprehensive view of online marketing effectiveness. The partnership between these two Kantar Group companies affords marketers new measurement opportunities at a depth that has not been previously available. Press Release
AdIndex Connects with Compete provides insight on the holistic impact of an online campaign, offering both branding and behavioral metrics in one deliverable. The solution, part of the DLConnects™ suite, provides clients a means for better understanding indicators of shorter-term and longer-term impact and as a result improve the ROI of their digital campaigns.
Live Webinar: “Just Married! What consumers say AND what they do after online ad exposure” on July 29 at 2 p.m. ET. DL & Compete will reveal initail findings from our joint initiatives along with insight from specific case studies. Register Now!
