The exclusive partnership with Dynamic Logic, an online research company, will measure the effectiveness of advertisers’ online campaigns, including those ads not clicked upon, the companies said. Financial arrangements were not disclosed.
The deal also delivers value to Web site clients within the 24/7 Network by enabling 24/7 to measure the brand impact of advertising programs on specific Web sites.
The AdIndex product was designed specifically by Dynamic Logic to measure the attitudinal impact of online advertising beyond clickthrough.
“It will allow advertisers to more effectively evaluate their return on investment, and will allow 24/7 Media to demonstrate branding value beyond the ubiquitous click-through rate,” said Joe Apprendi, senior vice president, strategic sales at 24/7 Media.
“AdIndex was developed to offer a new set of tools to measure the impact of ad campaigns on a case by case basis,” said Nick Nyhan, president of Dynamic Logic. “Our relationship with 24/7 Media gives us the opportunity to promote AdIndex to the roster of impressive advertising and agency clients on the 24/7 Network.”
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