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Dynamic Logic and Compete Partner to Offer Marketers Insights into the Branding and Behavioral Effects of Online Advertising Campaigns
Partnership Marks the Launch of “AdIndex Connects” Solution
New York, New York--July
15, 2009 – 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 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 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 was 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.
Live
Webinar
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.
To register for the live webinar visit http://compete.na3.acrobat.com/justmarried1/event/event_info.html
Contact:
Dynamic Logic / Ad Index Connects
Michelle Eule
(212) 844-3725
michelle@dynamiclogic.com
Compete
Kyle Johnson
(617) 933-5713
kjohnson@compete.com
Dynamic Logic (www.dynamiclogic.com) is a leading global research company specializing in media and marketing effectiveness. As a pioneer in digital ad effectiveness, Dynamic Logic now measures the branding impact of campaigns across 27 digital platforms. By leveraging world-class expertise on brand building alongside digital insights from unparalleled normative databases of online, mobile and cross media studies, Dynamic Logic continues to be a leading source to advertisers, agencies and media companies seeking to maximize ROI in an ever changing marketing landscape. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.
About Compete
Compete, a unit of TNS Media,
helps the world’s
top brands improve their marketing based on the online behavior of
millions of consumers. Leading marketers such as Carlson Hotels
Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon
Wireless rely on Compete's services to create effective online
experiences and highly profitable advertising campaigns.
Compete’s online behavior database—the largest in
the industry—makes the web as ingrained in marketing as it is
in people’s lives.
Compete was founded in 2000 and is located in Boston, MA, with offices
throughout the U.S. For more information about us, please
visit http://www.competeinc.com/,
or to join the conversation visit
http://www.compete.com/.
About TNS media
Established in more than 30
countries, TNS Media explores
all the media—print, radio, TV, Internet, social media,
cinema and outdoors worldwide, 24 hours a day, seven days a week, and
offers a full range of insights, analyses and audience measurement
services.
TNS Media combines the deepest expertise in the industry to provide
media and marketing intelligence including advertising expenditure
monitoring, advertising creation monitoring, audience measurement,
market influence analytics, online consumer behavior tracking, news
monitoring, sports sponsorship evaluation and more. The TNS
Media companies track more than 3 million brands and provide vital
market intelligence to 16,000 customers in the world. http://www.tnsmediagroup.com
About
Kantar Group
The Kantar Group is one of
the world's largest research,
insight and consultancy networks. By uniting the diverse talents of
more than 20 specialist companies – including the
recently-acquired TNS – the group aims to become the
pre-eminent provider of compelling and actionable insights for the
global business community. Its 26,500 employees work across 80
countries and across the whole spectrum of research and consultancy
disciplines, enabling the group to offer clients business insights at
each and every point of the consumer cycle. The group’s
services are employed by over half of the Fortune Top 500
companies. The Kantar Group is a wholly-owned subsidiary of
WPP Group plc. For further information, please visit http://www.kantargroup.com