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
TV Vets Partner for Web Series December 19, 2008
Posted by Mark Blei in : Uncategorized , add a commentFifteen scribes including WGA West president Patric Verrone (‘Futurama’) will write short-form episodes
LOS ANGELES A gaggle of seasoned TV comedy writers are signing on to create a Web series for Machinima.com.
Fifteen scribes including WGA West president Patric Verrone (Futurama), Bill Oakley (The Simpsons) and Mike Rowe (Family Guy) will write short-form episodes to be produced, marketed and distributed by the site, which also is a popular channel on YouTube.
Machinima.com chairman and CEO Allen DeBevoise is looking to the TV pros to elevate machinima, a digital art form that appropriates existing or new video game characters as animation.
Read The Rest—>TV Vets Partner for Web Series
Google pulls out of Yahoo advertising partnership – International Herald Tribune November 5, 2008
Posted by Mark Blei in : Uncategorized , add a commentWASHINGTON: Google Inc. has scrapped its Internet advertising partnership with struggling rival Yahoo Inc., abandoning attempts to overcome the objections of antitrust regulators and customers who believed the alliance would give Google too much power over online commerce.
The retreat announced Wednesday represented another setback for Yahoo, which had been counting on the Google deal to boost its annual revenue by $800 million and placate shareholders still incensed by management’s decision to reject a $47.5 billion takeover bid from Microsoft Corp. six months ago.
To Yahoo’s dismay, Google backed off to avoid a challenge from the U.S. Justice Department, which said it would sue to block the Yahoo deal to preserve competition in the Internet’s rapidly growing advertising market.
“The arrangement likely would have denied consumers the benefits of competition — lower prices, better service and greater innovation,” said Thomas Barnett, an assistant attorney general who oversees the Justice Department’s antitrust division.
Without Google’s help, Yahoo now may feel more pressure to renew talks with Microsoft and ultimately sell itself for much less than the $33 per share that Microsoft offered in May. Yahoo shares traded Wednesday morning at just $13.87, gaining 4 percent in a move reflecting investor hopes that Microsoft might renew its pursuit.
Read The Rest —->Google pulls out of Yahoo advertising partnership – International Herald Tribune
MIVA Gains US, European Partners February 22, 2007
Posted by Mark Blei in : Uncategorized , add a commentMIVA Gains US, European Partners
Online ad network MIVA has signed several new partnership agreements designed to expand its pay-per-click network.
US-based press release distribution company TransWorldNews will use MIVA’s PPC and in-text ads, as well as a bevy of European properties, including French automotive site Argusauto.com and finance site Boursier.com, Germany’s Sport1.de sports portal and MyVideo.de, and Spain’s Grupo Zeta.
The new partners have become part of the MIVA MC Managed network, a PPC network designed for larger publishers that includes online account management and ad optimization tools. Not to be confused with MIVA MC, the company’s self-serve PPC ad network.
Last month, MIVA signed a deal with UK newspaper publisher Johnston Press Plc to provide PPC advertising across the publisher’s network of 300 newspaper and classified websites.
“We believe we’re building a good level of momentum following the signing of these new partner agreements,” said MIVA CEO Peter Corrao in a statement. “These are prestigious publishing brands across both the U.S. and Europe and we believe the wins are a significant vote of confidence in our ability as online monetization experts.”
