Microsoft, ComScore Partner on Traditional Ad Planning Service

  |  July 31, 2009   |  Comments

Reach and Frequency Planner is meant to give brand advertisers confidence to spend more on Internet advertising.

Microsoft is partnering with comScore to test a service that could allow brand advertisers to measure and track the effectiveness of their online campaigns much the way they've been doing for decades with TV, print and other traditional media.

If it functions as planned, the new Reach and Frequency Planner (RF Planner), will give brand advertisers the confidence to invest more money in Internet advertising, said Young-Bean Song, senior director of Microsoft's Atlas Institute. The service will combine Microsoft's ad-serving information with demographic data provided by comScore's large panel of Web users.

The RF Planner will be the latest in a number of attempts to provide Web ad performance metrics to brand marketers in the context of traditional ad planning methods. Another was announced earlier this year by media agency Mindshare and video ad network YuMe. The companies introduced a new measurement, dubbed iGRP (Internet gross rating point), that provides information about the reach and frequency of an online video ad, substituting unique views for household views.

In discussing the Microsoft/comScore project, Song pointed out that although the world's biggest advertisers are brands they spend only about 5 percent of their budgets on Internet ads. "The challenge is that, although we've done a wonderful job for direct-response advertising to specifically elicit a sales response, we haven't done a good job for brand advertisers," he said. "As wonderful as ROI accountability is on the Web, measuring clicks and the resulting sales, we've kind of forgotten about the brand advertisers, the ones with the bigger budgets. We haven't made good case for them to spend their media dollars on the Web."

RF Planner, being tested now in a "closed beta" with some major brands whose names are being kept secret, is designed to create a series of digital media plans that provide forecasts for reach, frequency and GRPs at the ad-placement level. The goal is to give brand advertisers sufficient information so they can determine if impressions from one group of ad placements will be more valuable than those on another for reaching specific audiences.

"Current online reach and frequency metrics are typically computed at site level," said comScore Chairman Gian Fulgoni in a statement. He said measuring reach and frequency at the ad placement level is better because it shows the achievable reach of the campaign as well as the "true potential frequency" and accurate demographics of the audience.

Song said the results of the trial should be available by the end of the year.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...