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BizReport : Advertising archives : December 10, 2009

comScore releases AdEffx

A new release from metrics firm comScore could help marketers better measure the effectiveness of ads in the New Year. Called AdEffx, the suite of tools measures the impact of an overall campaign to help marketers determine consumer attitudes as well as whether or not the objectives of a particular campaign are being met.

by Kristina Knight

Anne Hunter, comScore vice president of ad effectiveness said, "The comScore AdEffx suite offers our clients the complete toolkit for measuring ad effectiveness for any campaign objective with unparalleled accuracy. 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."

The suite of tools gives marketers:

• Measurement of campaign delivery from demographic information to buying analysis
• It measures how consumer behaviors change over the course of a campaign
• It measures how consumer attitudes/intentions change over the course of a campaign

The suite can also show marketers how the campaign is faring from a sales point of view, both in online and offline sales numbers.

The problem with some campaign measures is that the marketer only receives superficial information. Yes, sales numbers are important but what if a marketer wants to increase email open rates? Open rates don't determine sales. What about the marketer who wants to engage a new demographic? Knowing which demographics are engaging with a campaign will help that marketer more than simple sales numbers.

Tags: advertising tools, campaign metrics, campaign performance, comScore, comScore AdEffx, online advertising

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