Leading online research experts combine to launch new panel-based online ad measurement
Toluna, the leading international independent online research panel and survey technology provider, today announces a new partnership with nurago, the international specialist in research technologies for marketing and media companies.
The partnership centres on the launch of a new service that gives online advertisers more insight than ever before into responses to their marketing campaigns across Europe. The service enables advertisers, planners and media buyers to analyse the response of more than half a million of Toluna’s panel members to campaigns in six central European countries. The technology behind the service has been developed over the past 18 months and has been trialled in over 100 campaigns to date.
The new service offers live data on demographic distribution for individual online campaigns and includes a level of detail that can drill down on responses to a single ad placement. It also offers pre- and post-campaign surveys, conducted in an actively managed research panel, to analyse both online and cross-media campaigns. All customers receive a comprehensive overview of their campaign’s efficiency and effectiveness, based on responses gathered from their core target audience.
The next iteration of the service will also offer specific KPIs that provide the client with relevant benchmarking data.
Frederic Charles Petit, CEO of Toluna said:
“The new service launches at an ideal time to help media planners and advertising clients identify where they can most effectively invest their online budgets. The innovative spirit and the fit of the two companies’ core competencies have resulted in a product which serves the needs of the market and is one step ahead of the competition.”
Thomas Knauer, Managing Director of nurago commented:
“Toluna’s web 2.0 community gives it a unique level of communication with its panel members, resulting in more frequently updated data with a detailed level of insight into their responses. By working together we are well equipped to bring a new level of transparency into the online media market.”
Martin Grupe, General Manager Toluna Germany commented:
“The innovative spirit, speed and flexibility of nurago kept us all focused on creating a solution that would meet our customers’ needs. To date we have tracked nearly 100 campaigns with valuable insights gained from every one. We are looking forward to building on these foundations to provide further analysis and tracking services for our customers in the future.”
The service is available in the UK, France, Germany, Italy, Spain, and the Netherlands. More countries will follow soon.