Avenue A said its proprietary technology will enable Peapod, an online grocer, to determine the effectiveness of ad creative and Web site placement by measuring the relationship between media costs and sales dollars, new customers and visitors–information Peapod was not able to collect and evaluate with past online efforts.
“Real-time ad measurement is a powerful campaign management tool,” said Randy Pickard, Peapod’s vice president of marketing. “I have so much confidence in Avenue A’s reports and analyses that I use them to justify larger advertising budgets. With Avenue A, I know the level of sales that I can expect with additional advertising spending. This gives our entire management team greater confidence in both our business forecasts and our advertising expenditures.”
Peapod said it originally selected Avenue A because of its technical expertise and large in-house staff of software engineers. The company wanted an Internet media agency that could interface with its own proprietary software and technical staff. Peapod said it soon discovered, however, that Avenue A’s integrated service–media planning, media buying, ad serving, tracking and reporting–offered Peapod a single expert source for all of its online media needs.
Avenue A evaluates its clients’ campaigns using custom ROI metrics, then rapidly optimizes to emphasize the most effective ads and Web sites. Both its media planning and ad serving systems generate actionable data for advertisers, enabling both systems to “learn” from every ad served.
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