AdEffx says the click is not a relevant metric of advertising performance

Interesting for those of us at newspapers and magazines (print in general)  to see disillusionment in the online world with the holy metric of the the click. Next time an advertiser compares clicks to response from print let them know that comScore says " the
digital media industry ‘has come to understand that the click is not a
relevant metric of advertising performance’

Full story here

comScore Launches AdEffx


Online measurement firm comScore has launched AdEffx™, billed as ‘a
complete toolkit for measuring ad effectiveness for any campaign
objective with unparalleled accuracy’.

The
service claims to tackle the problem of accurately accounting for ad
delivery against intended targets and measuring the resulting brand and
sales lifts on audiences exposed to the campaign. comScore says the
digital media industry ‘has come to understand that the click is not a
relevant metric of advertising performance’ and that the new service
reflects a growing preference for variables such as brand awareness,
online site visitation, trademark search and lift in online and offline
sales.

AdEffx boasts a ‘unified person-centric audience measurement
platform’, contrasted with cookie-based measurements which the firm has
denigrated in recent announcements, challenging their accuracy in white
papers and press comments.

The suite currently includes five core services: Campaign
Essentials, measuring the actual delivery of every campaign including
reach, frequency, GRPs / TRPs and demographics; Action Lift, linking
changes in behaviour to viewing of ads; Brand Survey Lift, tracking ‘the
lift in consumer attitudes and intentions’ following ad exposure;
Online Sales Lift; and Offline Sales Lift.

Anne Hunter, the company’s VP of Ad Effectiveness, comments: ‘Other
digital ad effectiveness solutions tend to see each client’s campaign as
a nail because their only available tool is a hammer. We understand
that clients want media accountability and optimized performance, and
only comScore AdEffx provides the ability to measure what matters using
an integrated measurement platform based on the high quality media
planning methods clients have come to trust from comScore.’

Web site: www.comscore.com .

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s