In the first 30 days since launching its new Online Observer Audience Information Service, Milpitas, CA-based NetRatings said it has signed 20 customers and sold 60 user licenses.
Observer is a Web audience measurement service that integrates ad banner tracking with user demographics designed for planning and post-campaign analysis.
Customers signed include: Agency.com, Alta Vista, CKS Media, eBay, Hitachi, IDG, InfoSeek, I-balls, Kirshenbaum Bond & Partners, Lot 21, Netscape, News America, Organic Online, Skymall, Woman.com, Xoom and Yahoo.
“Regardless of recent heated discussions surrounding methodologies and practices of Web audience measurement, one thing is clear: agencies and site publishers need Web audience information and especially ad banner tracking information,” said Tim Meadows, NetRatings’ vice president of marketing.
Online Observer’s BannerTrack claims to be the only service capable of reporting on the audience that views and clicks on ad banners, independent of site-based traffic analysis and server logs.
An interface links this information to user profiles, allowing planners to identify who saw the banners and who clicked. Online Observer lets NetRatings subscribers compare ad banner performance between competitors or banners within the same campaign.
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