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BizReport : Advertising archives : December 15, 2009

VideoEgg, comScore partner for rich media insight

A new partnership between metrics firm comScore and brand engagement advertising network VideoEgg should help CPG brands maximize the effectiveness of rich media campaigns. The new VideoEgg ROI platform helps these marketers connect online advertising exposure with retail purchases; by connecting these two important features marketers will know what type of changes need to be made throughout the life of an ad campaign.

by Kristina Knight

The tool uses comScore's recently released AdEffx platform to reach conclusions for marketers. Although CPG is no newcomer to online advertising, historically CPG brands have chosen more traditional advertising formats - television or newspaper - rather than new media to build brand. By using rich media, including video, to engage the consumer these brands have a new opportunity to engage and convert shoppers.

"We've always been able to measure brand engagement of our unique ad units," said Troy Young, CMO at VideoEgg. "We're pleased to be able to close the loop in measuring CPG sales by leveraging the comScore AdEffx measurement platform. Our AdFrames platform is particularly effective for CPG brands because it enables delivery of richer content experiences that drive engagement, such as instructional videos or coupon downloads, in ways that passive exposure doesn't. AdFrames also provide a more cost effective solution than the expensive process of driving consumers to microsites."

The new platform can be used with ">VideoEgg's AdFrames, Spot or Mobile ad formats, giving marketers a broad base of ad formats from which to create and deliver ad campaigns. Marketers can also access metrics for brand lift, creative optimization and network optimization to use with the correlation between ad exposure and product conversion.

Tags: advertising measurement, comScore, CPG brands, CPG marketing, ecommerce, engagement level, online advertising, product conversions, VideoEgg

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