Into The Branding and Behavioral Effecs Of Online Advertising Campaigns
Dynamic Logic and Compete, today announced a partnership that brings together the branding impact of digital advertising campaigns with online consumer behavior metrics to provide a comprehensive view of online marketing effectiveness.
The partnership between these two Kantar Group companies affords marketers new measurement opportunities at a depth that has not been previously available.
“We have within Kantar the leaders of digital brand effectiveness in Dynamic Logic and the largest US consumer behavioral panel in Compete,” said Eric Salama, CEO of Kantar Group. “With a combined solution, our clients can now understand how online messaging affects consumers, what these consumers do online as a result and we can help them plan and act appropriately."
With over 6,000 digital ad effectiveness studies conducted, Dynamic Logic has provided advertisers, agencies and publishers measurement of a campaign’s branding impact via AdIndex®.
Now with “AdIndex Connects,” clients will be able to marry that knowledge with data from Compete, revealing how consumers search and engage on the Web following exposure to an ad.
AdIndex Connects provides holistic insight of an online campaign, offering branding, sales and behavioral indicators of shorter-term and longer-term impact.
“We are thrilled to be working with our sister company Compete, the leader in analyzing online consumer behavior, to bring together brand and behavioral insights into one synthesized package for our clients," said Jean Robinson, president of Dynamic Logic. “Our partnership with Compete will play an important role in Dynamic Logic's ability to provide clients with a means for better understanding consumers’ actions and attitudes and as a result improve their ROI."
AdIndex Connects is the first product to be introduced as part of a broader DLConnects™ suite of marketing effectiveness solutions connecting brand impact to post-view behavioral, offline sales, tracking and other relevant data.
“Partnering with Dynamic Logic changes the game for publishers and advertisers in evaluating the performance of their online advertising campaigns,” said Stephen DiMarco, vice president and chief marketing officer of Compete.
“AdIndex Connects provides a more comprehensive way to evaluate which campaigns work and how well they work, something our clients and the industry at large have been yearning for."
How AdIndex Connects with Compete
On July 13, Compete announced the availability of its new online advertising effectiveness measurement capability which analyzes the impact of online advertising on consumers’ online behaviors such as engagement and conversion on brand sites, post-exposure search behavior and rival and third-party site visitation.
“AdIndex Connects" offers advertisers the ability to measure brand impact, sales impact and post-view behavioral data.
Dynamic Logic provides insight and normative benchmarks on the branding impact the advertising had on the exposed group, such as awareness and message association.
Findings are then analyzed alongside data from Compete which tracks behavior of panelists within the campaign footprint.
The aligned "control-exposed" methodology both companies use results in a true measure of a campaign's impact.
AdIndex Connects In Action
In a recent case study of an online ad for a leading quick service restaurant, the combined data from AdIndex Connects helped demonstrate overall campaign effectiveness and showed that consumers' intentions were in fact aligned with their actions.
Attitudinal data revealed a greater intent to purchase among those exposed to the ad, while behavioral data confirmed that food orders on the company's website were 78% higher as a result of campaign exposure.
Further, the campaign influenced positive attitudes about the quality of the brand among competitor loyalists and behavioral data showed that the campaign drew a substantial number of new visitors to the advertiser's website, creating an increase in the brand's online market share.
Interestingly, while online searches for the brand increased, so did searches for competitor brands, reflecting a halo effect across the entire category.
This was likely related to the creative's emphasis on the food, demonstrating a need for stronger brand cues.
The companies will reveal initial findings from their joint initiatives along with insight from specific case studies in a webinar entitled “Just Married! What consumers Say and what they Do after online ad exposure” on July 29 at 2 p.m. ET.
Dynamic Logic / AdIndex Connects Michelle Eule (212) 844-3725
Compete Kyle Johnson (617) 933-5713
July 15 - 2009