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Online advertising researchers InsightExpress and Marketing Evolution have teamed to make the measurement of online advertising effectiveness comparable to that of traditional media, especially TV, reports Media Post’s Joe Mandese (via MarketingVOX). Their new system combines InsightExpress’s pre-testing of online ad creative and tracking of campaign effectiveness with Marketing Evolution’s newly developed data for estimating online campaigns’ reach and frequency - online’s analog, so to speak, of TV’s gross rating points (GRP), at local market levels.
The new system is named ADI Plus, a combination of Insight Express’s “Ad Insights” and Marketing Evolution’s “I GRPs” (I as in internet). The significance of local market GRPs for online, which isn’t otherwise evaluated at the local market level (where products are actually sold) is that it would allow major marketers - such as Kraft and P&G - to factor it into their marketing mix models, Media Post explains.
“Having the same measurements as their offline counterparts will be huge for online,” Fern Schapiro, EVP of client service and marketing at InsightExpress, is quoted as saying. Especially since marketing-mix models have also found favor in the financial services, automotive and other large marketing categories.
Potential new opportunities for advertisers, should the merger between XM and Sirius Satellite Radio clear FCC hurdles, are murky, but could include a third party service to measure listenership, according to Dennis McGuire, vp and regional broadcast director at Carat.
If…
The New York Times will deliver headlines to business and technology members of LinkedIn via a deal between the two that was announced yesterday (Monday).
LinkedIn users will receive targeted articles related to their areas of interest, according to CNET. Headlines…
A campaign promoting Islam and set to run on New York subway trains is causing a stir in the city.
Rep. Peter King, a New York Republican, is urging the Metropolitan Transit Authority to reject the ads, according to CNN. The…
Viewers who watch full-length shows say they’re more likely to watch those shows on television, according to a new study commissioned by CBS and conducted by Magid Media Labs.
Magid polled 50,000 viewers who have watched full eps of CBS…
Procter & Gamble’s new Swiffer campaign offers a money-back guarantee, the first time the brand has undertaken such a proposition.
The campaign includes three :30 spots on TV, plus a larger online media buy. Ads compare the Swiffer favorably to…
The tourism industry risks being hit with significant declines in leisure travel volume and spending, according to the findings of Destination Analysts’ bi-annual “The State of the American Traveler” survey (pdf) - MarketingCharts reports.
The top impediments to travel remain high…
