Online ad optimization has always been about performance metrics. With a new tool, Dynamic Logic aims to make the practice relevant for branding campaigns.
A new online ad optimization tool created by Millward Brown's Dynamic Logic aims to help clients measure and improve campaigns using brand metrics. The tool, called Adometer, waits a few seconds after an ad cycles and then gets a bit nosy, asking whether the viewer noticed the ad and whether it made any impact.
"Agencies traditionally optimize based on performance metrics like click-through," said Michelle Eule, a Dynamic Logic managing director. "But for campaigns that have a branding focus, campaigns that are meant to drive longer-term branding like shifts in attitudes toward a brand or attempt to influence purchases offline over a longer term, click-through is not the best indicator."
Adometer launches a short survey within the frame of an online ad and reports live results to clients. "We're utilizing the ads already running in the campaign and that's really efficient and convenient for clients," Eule said. She said the surveys appear when the ad completes its first rotation. "If it's a 15-second ad we wait another two seconds and in that same space where the ad was we then show a survey question."
If an answer is given to the first question, Adometer churns out a few follow-up queries before the space is turned back over to the ad.
In a statement describing Adometer, Dynamic Logic said the product measures online ad "breakthrough," which it defined as being "how memorable an ad is and whether the target audience is being reached." Eule said the real-time nature of the information revealed by the surveys allows advertisers to quickly adjust ad content, placement or other elements.
She said the product has been tested several times and "definitely seems to work well," particularly because it doesn't force the respondents to leave the page. Eule said Adometer does not entice responses with incentives, but she asserted Dynamic Logic has been in the business of online surveys for a decade and is adept at posing questions that yield responses.
She would not reveal the brands involved, but Eule said Adometer was tested for two consumer packaged goods campaigns before being publicly launched.
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