Avenue A Unveils ChannelScope™, Patent Pending Capability Enabling Marketers to Measure the Offline Sales Impact of Online Advertising
SEATTLE – Dec. 8, 2003 – Avenue A, an interactive agency and operating unit of aQuantive, Inc. (NASDAQ: AQNT), today announced ChannelScope™, the agency’s proprietary and patent- pending capability that enables multi-channel marketers to quantify the offline sales impact of online advertising campaigns.
“Several companies have tried to measure the offline impact of online media,” said Clark Kokich, president of Avenue A. “However, those methods have relied on panel data or after-the-fact survey research to determine results. ChannelScope utilizes industry standard direct response metrics such as Conversion Rate, Cost Per Sale, and Gross Margin Return on Advertising Investment to determine the actual impact. There’s no guessing. The numbers are real.”
“Through the ChannelScope capability, Avenue A has developed an innovative and robust way to establish a direct tie between online marketing and offline sales, and to do it while rigorously preserving individual privacy,” said Rex Briggs, principal of Marketing Evolution and award-winning marketing researcher. Mr. Briggs’ distinguished work with the Internet includes an array of firsts, including creating the first study profiling the online consumer in 1994, as well as being nominated for the prestigious John and Mary Goodyear award for best international research for his work in understanding digital marketing and online advertising. “ChannelScope’s ability to anonymously associate online advertising to offline transactions is a powerful new tool enabling marketers to hone their media buy, gain new customers, and improve marketing efficiencies. Avenue A has added a powerful new weapon to the marketer’s arsenal.”
ChannelScope is being launched after successful beta tests with Avenue A clients. In all of these tests, the data proved that online advertising was an effective driver of offline store sales. “For example, in one test we saw that online advertising directly drove more than 20 percent of a client’s in-store sales,” said Kokich. “In another we observed four offline sales attributable to online advertising for every one online sale.”
“The results are gratifying,” added Jim Warner, president of Avenue A/NYC. “In each case, we saw that online advertising actually generates more store sales than Internet sales. Many of us in the industry have long suspected that to be the case. Now we have proof.”
Avenue A’ ChannelScope capability associates online advertising to offline sales through an anonymous ID from a multi-channel marketer’s database and ties it with an anonymous cookie ID from ad serving data. Combining these data sources has enabled Avenue A to undertake a variety of analyses with both online and offline behavior. At no time in the ChannelScope process is personally identifiable information (PII) associated with a cookie ID from ad serving data. Avenue A and its ChannelScope capability comply with the Network Advertising Initiative (NAI) self-regulatory guidelines relating to online profiling and Internet user privacy, which have been applauded by the Federal Trade Commission.
About Avenue A
Avenue A is an interactive agency and operating unit of aQuantive, Inc. (NASDAQ:AQNT), a digital marketing services and technology company. It offers a one-stop solution that drives breakthrough results for clients’ online marketing initiatives by using innovative technology and rigorous analytical methods that turn campaign data into actionable insights. The integrated suite of services include web advertising, affiliate programs, search engine optimization, strategic portal relationships, creative and web site design, e-mail prospecting, e-mail list management, customer targeting, profiling and advanced analytical services. Seattle-based Avenue A and Avenue A/NYC clients include AstraZeneca, Best Buy, Household Finance, L’Oreal USA, Microsoft, Polo.com/Ralph Lauren media, and WeightWatchers.com. Avenue A utilizes online advertising technology provided by Atlas DMT, also an aQuantive, Inc. family member. aQuantive, Inc. and all of its operating units are committed to Internet privacy. Atlas DMT is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of the Atlas DMT cookie, go to: www.networkadvertising.org.
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