Nielsen//NetRatings teams up with Adviva for online ad effectiveness research

by Jennifer Whitehead, Brand Republic 15-May-06, 08:00

LONDON - Nielsen//NetRatings, the internet research company, has teamed up with Adviva Media to devise a new way of measuring return on investment for online ad campaigns.

The new system analyses consumer response to network advertising campaigns.

The Post Office, along with its media agency Carat, will be the first client to take part in a pilot project that will measure how audiences respond to online advertising, including brand recall and awareness, and investigate the optimum frequency for ads to appear.

The pilot will involve serving online ads to carefully selected customer segments as defined by the advertiser. These segments are then surveyed to measure and track the effectiveness of the brand campaigns.

The method differs from traditional ways of looking at return on investment, which tend to be looking at click-through rates or direct response. But this does not take into account how much brand awareness is generated by a campaign.

Rupert Staines, vice-president of Adviva in Europe, said: "The internet is the most measurable tool available to advertisers, but until now this has relied on direct response measurement. Now advertisers can assess the impact of their brand messages online in the same way they can with TV, outdoor or any other kind of 'traditional' advertising media."

Adviva is an online brand advertising network that helps advertisers target customers accurately.

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