Adviva to measure online branding impact
Advertising network Adviva has teamed up with Nielsen//Netratings to develop a new method of measuring return on investment for online brand advertising.
Carat’s client Post Office will be the first advertiser to take part in the project, which aims to see if brand impact can be measured in the same way as offline advertising.
Netratings will research how Post Office target audiences respond to its online advertising, including brand recall and awareness. The study also investigates the optimal frequency for ad exposure online.
Netratings will research how Post Office target audiences respond to its online advertising, including brand recall and awareness. The study also investigates the optimal frequency for ad exposure online.
ADVERTISEMENT
In the second phase of the project, expected later this year, a metrics system will take into account brand recall and awareness rates on top of direct response measurement.
Rupert Staines, VP Europe for Adviva, said: “The Internet has evolved as a brand response medium and advertisers are demanding much more sophisticated analysis of how their online campaigns are received than simply measuring click-throughs.”
Jobs
- MARKETING MANAGER : Luxury Travel Company, Dylan*
- , Central London
- INTERNAL COMMUNICATIONS MANAGER, Dylan*
- GOOD BENEFITS, Central London
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
Comments