Narrowline said it signed an agreement with Cybereps, a full-service advertising sales and marketing agency, to conduct intensive, site-specific research across individual Web properties in the Cybereps portfolio.
The research will begin with Free Real Time, the ClickZ Network and the Internet Movie Database. Financial terms of the arrangement were not disclosed.
Narrowline said it was chosen for its turnkey technology, “and a track record that includes more than 100 statistically valid, cost-effective online studies, including audience profiling and analysis for specialty, high-tech business sites. . . ”
“We provide information crucial to smart, effective online advertising, on a site-by-site basis,” said Peter Ostrow, senior vice president of Narrowline. “And after studying more than 100 sites, we believe now more than ever that site-specific, third-party audience measurements are critical to the healthy growth of ad spending online.”
Narrowline said its Audience Profile Surveys, which employ proprietary random- intercept technology to poll audiences as they visit specified URLs, provide a complete view of online audience behavior and demographics, including populations that typically opt out of panel-based studies, such as business, international, military and educational users.
For Cybereps, the survey will be tailored to ascertain the predisposition of each site’s audience toward editorial content, advertising content and the purchase of products and services online.
“Advertisers need to go beyond gut feelings and raw numbers to maximize the effectiveness of their media buys,” said Ted Welch, president of Cybereps. “Teaming with Narrowline gives us the benefit of their experience and an opportunity to provide specific data for individual Web sites and standardized data across all of our client sites.”
Narrowline links advertising buyers and sellers through its Narrowline Media Exchange and also offers research services through the Narrowline Media Research Group, including online audience profile surveys, pre/post-buy analyses, concept and product testing, brand measurement and focus group studies.
Cybereps, founded in 1996, is headquartered in Sausalito, CA. Other clients include Andover.Net, Win98Mag.com, GoWindowsNT.com, Cambridge Information Network and Hit The Beach.com.