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

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email