JUPITER INTRODUCES FIRST-EVER THIRD-PARTY SERVICE FOR REAL-TIME MEASUREMENT OF ONLINE ADVERTISING AND MARKETING CAMPAIGNS
Contact:
Max Kalehoff
(917) 534-6222
mkalehoff@jmm.com
Jupiter’s Campaign Analysis empowers advertisers by delivering the most accurate impressions
data, unduplicated reach and frequency metrics, response rates and audience information
NEW YORK, Feb. 20, 2002 — Jupiter Media Metrix (NASDAQ: JMXI), the global leader in Internet and new technology analysis and measurement, today introduced the first third-party
service to measure and analyze online advertising and marketing campaigns in real time. Jupiter’s
Campaign Analysis provides ad-servers, Web publishers and advertisers with the most detailed and
timely measures to determine companies’ effectiveness in online advertising and e- mail and affiliate
marketing.
“While Jupiter’s AdRelevance service is the standard in providing weekly estimates of ad
campaigns on the 1,000 largest Web sites, Jupiter’s Campaign Analysis is poised to become the
currency in measuring campaigns and analyzing their performance in extreme detail and in real
time,” said Seth Segel, senior vice president, Jupiter Media Metrix. “This service is essential for
marketers that need to know exactly what ads and marketing content were actually viewed in their
target audiences’ Web browsers. With this breakthrough in reporting accuracy, companies now can
determine the exact number of impressions, the number of browsers the content appeared in,
response rates and unduplicated reach and frequency. The bottom line is there is no other service
that can provide these fundamental metrics so accurately and quickly.”
Previously, advertisers relied on advertising servers and Web publishers to provide basic auditing
reports of all online ads served. This made the task of the ad agency incredibly complicated as they
attempted to aggregate disparate and error-prone data simply to determine the most basic measures
of a campaign’s effectiveness. With Jupiter’s Campaign Analysis, ad impressions now can be
measured and analyzed as human viewers see them – in the actual Web browser – regardless of
where the browser is located and who served the ad. This is a far more accurate and useful
approach than counting ads at different phases of the serving process, where the number of
impressions that actually reach the Web browser can vary significantly due to: slow dial-up modem
connections; breakdowns in the ad-serving content; and intervention by humans who do not wish to
have the content delivered.
“It is not uncommon for upwards of 50 percent of ad impressions to be disputed between advertisers
and ad-serving agencies,” said Segel. “As the first third-party firm to measure online marketing
campaigns in great detail, Jupiter Media Metrix will help remove the ambiguity and skepticism over
the definition of an ad impression by reporting only what is loaded in the Web browser, not what is
served. The service will grow overall confidence in online advertising and marketing by taking the
uncertainty out of ad- impression counts and moving it toward a pay- for-performance model, such as
in traditional media.”
Key Metrics for Determining Campaign Effectiveness
Jupiter’s Campaign Analysis answers the most critical business questions:
· Which media locations generated the greatest traffic inflow to the advertisers’ Web pages?
How much traffic and how many browsers were in common across the different media
placements? What were the true reach, frequency and response rates?
· Which creative generated the greatest interest? In what city and zip code was the responsive
audience physically located? Had they been to the advertiser’s Web site before? How long
has it been since the last visit?
· Was the ad campaign more effective than e- mail or affiliate programs? If so, which
elements of the campaign generated the most traffic to the advertiser’s Web site?
· What was the return on investme nt for each element of the campaign, as measured by
increased revenue, cost savings, or extension of brand equity?
Campaign Analysis Methodology
While Jupiter’s AdRelevance service uses intelligent-agent and probing technologies to develop
weekly estimates of ad campaigns on the 1,000 largest Web sites in North America, Campaign
Analysis uses a technology where a miniscule and transparent image is transferred with any Web
page, e- mail or advertisement. As that page, e- mail or advertisement comes into view in a Web
browser, Jupiter collects, counts and links that impression to a series of comprehensive statistics and
analyses viewable almost instantaneously. Because Jupiter measures only what viewers see, rather
than what is served, Campaign Analysis can work with any ad-serving technology. Campaign
Measurement is an extension of Jupiter’s Live Metrix, an Application Service Provider (ASP)-based
product suite.
About Jupiter Media Metrix
Jupiter Media Metrix is the global leader in Internet and new techno logy analysis and measurement.
The Company delivers innovative and comprehensive Internet measurement, analysis and events to
provide businesses with unmatched global resources for understanding and profiting from the
Internet. Jupiter Media Metrix brings together world-class, innovative and market- leading products,
services, research methodologies and people. Jupiter Media Metrix services include Media Metrix,
AdRelevance, Jupiter Research and Site Measurement. The Company is headquartered in New
York City.
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