Study Details New Methodologies for Matching Pre-Campaign Audience Plans with Post-Campaign Ad Serving Reports
New York, NY, 6/6/2005 - DoubleClick (NASDAQ: DCLK) today unveiled a research study, executed in collaboration with three leading interactive research companies, which details new methodologies for measuring the demographic composition of individuals exposed to online ad campaigns, along with the reach and frequency of the ads delivered to those target segments. Until now, there has been no easy way for advertisers to measure pre-campaign planning against post-campaign reporting, side-by-side, as they do in traditional media. The paper, titled "Target Demographics, Before and After," describes each methodology and shares findings from their results. The paper is available for free download on DoubleClick`s web site: www.doubleclick.net.
DoubleClick commissioned media research firms comScore Networks, Nielsen//NetRatings, and Interactive Market Systems (IMS) to work respectively with the ad agencies MediaVest, mOne and Universal McCann to produce reports for live campaigns in order to demonstrate the effectiveness of online ads in accessing target demographic audience segments within measurable reach/frequency objectives. Each of the research firms used different methodological approaches to achieve similar results.
For example, working with the ad agency MediaVest on behalf of a skincare product advertiser, comScore used an image-matching technology to recognize creative ad units as they appeared in the browsers of its permission-based 1.5 million-person eXPanded Coverage (XPC) panel. comScore was then able to establish the demographic composition of the audience exposed to the campaign based on their knowledge of their own panel members.
Separately, working with the agency mOne on behalf of a client advertising a baby product, Nielsen//NetRatings used a standard browser cookie approach to measure the demographic composition of the campaign. By preparing the campaign in DoubleClick’s DART® for Advertisers, mOne was able to attach an extra tracking pixel to each ad unit that corresponded to a Nielsen//NetRatings cookie, and match those back to members of Nielsen//NetRatings` permission-based MegaPanel of more than 100,000 members.
Finally, working with the agency Universal McCann on behalf of four clients (a movie studio, a snack food, a consumer electronics product and a business software application), IMS used a data modeling approach to correlate DART for Advertisers ad serving reports to the Nielsen//NetRatings NetView demographic panel data, also permission-based.
“The tremendous value of this study is not in the actual results uncovered for each live campaign, but rather in the pilot methodologies developed by DoubleClick and its research partners, which can be leveraged by the entire online advertising industry,” said Doug Knopper, Senior Vice President and General Manager, Ad Management, DoubleClick. “Now, we see that reliable reports detailing audience composition on a post-campaign basis, and the reach and frequency of actual ad exposures to target demographics, can be provided to advertisers without great difficulty or technical complexity.”
"This work provides a good first-step platform for validating the predictive capability of reach-frequency planning models on the web,” said Gerard Broussard, Senior Partner and Director of Media Analytics Media, mOne New York.
The resulting methodologies are relatively easy to execute and can be implemented today using DoubleClick`s DART for Advertisers ad serving platform. Inquiries about commissioning a similar study may be directed to Steven Golus, Director, Strategic Services, DoubleClick at email@example.com.
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for advertising agencies, marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick`s marketing solutions - - online advertising, search engine marketing, affiliate marketing, email marketing, database marketing, data management and marketing resource management -- help clients yield the highest return on their marketing dollar. In addition, the company`s marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 22 offices around the world.