San Francisco-based ad network Flycast Communications Corp. introduced Flycast AdLab, a program for online advertisers that the company said “provides efficient, statistically reliable measurement of creative performance across a broad audience. . .”
Flycast said AdLab, designed for direct marketers, e-commerce advertisers, media buyers at interactive agencies and traditional advertisers seeking to maximize ROI, uses the 900-plus site Flycast Network as a demographic microcosm of the Web as a whole.
The network claims a 37 percent Web audience reach via 25 content categories. The creative test program provides a baseline of response against which one can measure the ROI increase from campaign optimization, the company said.
AdLab customers have two flexible testing environments available, the company aid. Advertisers can measure performance either across the entire Flycast Network or across specific site categories. After a seven-day testing period, advertisers receive a report that highlights the creative’s strengths and weaknesses, examines click rate in the top 10 categories and provides a FlyIndex, the performance of a banner relative to other banners in the same category. Customers also receive follow-up analysis from Flycast.
“Flycast AdLab emphasizes the importance we place on sound direct marketing principles,” said Heidi Kay, senior product marketing manager at Flycast Communications. “The new program is another tool we offer to help advertisers increase ROI.” Pricing for the service was not disclosed.