Media.Com first for online effectiveness service

Mediacom has become the first UK planning and buying agency to sign up for a new system to measure effectiveness of online advertising campaigns.

The MarketNorms service is provided by independent research company Dynamic Logic Europe, and is based on data of 1,400 online campaigns from 1.6 million survey respondents.

Dynamic Logic has spent five years building their research database, which covers adverts from automotive, retail, financial service, consumer goods and entertainment industries.

The information from the database will allow agencies such as Mediacom and its online division Media.Com, advertisers and publishers to compare the effectiveness of advertising campaigns.

The system accounts for factors such as the size and format of the ad, the industry it relates too, how often the ad appears on screen and how the ad looks.

Suzanne Moorey-Denham, managing director of Dynamic Logic Europe said: “The way many brand campaigns have been planned to date is less scientific than clients and agencies would like, previously relying largely on instinct and data from a small number of campaigns.”

Pete Robins, media director of Media.Com, said: “MarketNorms enables us to evaluate campaign performance against an industry benchmark of comparable clients.

“Access to this data means we can continue to be far more objective in both our planning and establishing how our non-direct response campaigns perform.”

By Martin Hemming

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