Pre- and Post-Launch Online Ad Campaigns Tracking

  |  June 6, 2005   |  Comments

Tracking demographics at the post-campaign level can provide meaningful data.

Three methodologies demonstrate the ability to match pre-campaign audience plans with post-campaign ad serving in a paper published by DoubleClick. The company commissioned research from ComScore Media Metrix, Nielsen//NetRatings, and Interactive Market Systems; each firm used separate methodology to track the success of a particular campaign.

Tracking a Campaign Using Image Matching Technology
Click to view full-size chart
comScore worked with MediaVest to track a live campaign for a skincare company. Using image-matching technology that recognized creative ad units, comScore matched each ad as they appeared in the browsers of its 1.5 million person eXPanded Coverage panel. Research identified 67.9 percent of people who received ads for that campaign were women, whereas the overall Web audience is 49.5 percent female. The average frequency for individuals viewing the skincare company's ads was 2.9, however women age 45-54 were most frequently exposed with an average 4.3 viewings. Image-matching provided demographic composition data at the person level where advertisers normally rely on historical reports.

Nielsen//NetRatings used cookie matching over its MegaPanel of over 100,000 members to track a baby product campaign by agency mOne. The ads, targeting new families and childless younger couples, were seen by 1.19 percent of the desired audience with a 3.6 exposure frequency.

Tracking a Campaign Using Standard Browser Cookies
U.S. Internet Population (%) Campaign (%) Index
New families 8 17 214
Childless younger couples 6 11 179
Young singles 3 5 166
Maturing families 23 26 114
Established families 8 5 62
Middle-aged singles 8 6 82
Middle-aged childless couples 18 15 85
Older singles 6 4 73
Empty nesters 20 10 49
Source: Nielsen//Ratings, mOne, and DoubleClick, 2005

Tracking a Campaign Using Data Modeling
Click to view full-size chart
Research by Interactive Market Systems was conducted using personal probability modeling with cooperation from Universal McCann. That agency's with four running campaigns were tracked for the study. Universal McCann was promoting a movie release, a snack food, a consumer electronics product, and business software. Interactive Market Systems used WebCume, a "personal probabiligy" reach/frequency model for Web-based media using Nielsen//NetRatings NetView audience data. Findings from the personal probability form of data modeling revealed over 3.5 million men in the 25-49 age group were exposed to the consumer electronic product campaign once. Just under 20 percent of the target segment was exposed to the ad on more than three occasions.

DoubleClick identified a need for advertisers to track online campaigns from the planning stage to post-campaign reports. The company commissioned the research to demonstrate how advertisers can use DoubleClick's DART system to measure online ad exposure on a post-campaign basis.

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...