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BizReport : Advertising archives : November 25, 2009

Platform allows marketers to survey consumers from ads

When you see that a consumer has engaged with an ad but then not continued to the website or purchasing page, do you wonder why? A new platform from Dynamic Logic could help marketers answer that question by polling consumers from the ad itself. By knowing why consumers did or did not click, marketers can better determine how to correct campaigns and increase overall ROI.

by Kristina Knight

dynamiclogic.gifCommon sense states that a bad campaign is worse than no campaign at all, and this is true. A badly performing campaign will waste advertiser dollars. The problem, up until now, has been that marketers had to wait for focus groups or even after a campaign's end to see what engaged or disengaged the consumer.

Enter Adometer, the new Dynamic Logic platform which basically takes the temperature of an ad, telling the marketer if the ad is doing well or performing under the weather. Adometer surveys consumers within the ad frame and delivers the results immediately to the marketers. Survey results may be filtered by audience segments to be better understood.

"With Adometer, clients now have a reliable decision-support tool for making creative or media changes while a campaign is still live," said Michelle Eule, Managing Director, AdIndex Solutions for Dynamic Logic. "While many factors play a role in campaign effectiveness, breakthrough is critical, especially when brand-building is an objective. By providing a real-time indication of whether or not a campaign is breaking through, advertisers can make necessary changes early on, before impressions are wasted."

The platform gives the marketer the ability to optimize campaigns in real-time by diagnosing what is drawing consumers in and what is, potentially, turning them off. Using both consumer attitudes and demographic information marketers can dissect the theme of the ad or even the placement to determine how to enhance performance quickly.

Tags: ad health, adology, advertising click, advertising creative, advertising survey, dynamic logic, online advertising

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