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BizReport : Advertising archives : September 18, 2009

Lotame, Dimestore Media partner for ad insight

Curious about how effective your ads really are? A new partnership between marketing firm Lotame and measurement firm Dimestore Media could help. The new platform offers real time marketing intelligence to marketers who can then measure the effectiveness of ads.

by Kristina Knight

By knowing how effective ads are, marketers can make small and large change to increase the effectiveness, impacting the bottom line of campaigns.

"[The partnership] will enhance [Lotame's] ability to guide marketers in making adjustments that improve engagement and results," said Scott Cohen, CEO of Dimestore. "Data is important, but it is most valuable if it is accurate, quick, and actionable. Lotame understands how to use data to move advertisers in the right direction to assure their online advertising success."

Here is how the platform works: marketers will provide the defined metrics they would like to meet to Dimestore's survey platform. The metrics can include increase of intent-to-purchase, message retention and even branding attitudes. Once this information is input the survey is offered to consumers; Lotame then collects the data, giving marketers real time metrics which can be used to improve campaign response.

Andy Monfried, CEO of Lotame said, "Measurement today is not just about a campaign report after the fact. Real-time actionable data and marketing intelligence lets advertisers know more about their audiences and how they react to messaging, so that they can take advantage of emerging opportunities and adjust creative or targeting elements that aren't working."

Tags: ad performance, advertising metrics, campaign performance, Diimestore Media, Lotame, online advertising

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