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BizReport : Advertising archives : May 25, 2010

comScore releases Smart Control

A new release from comScore's AdEffx platform should help marketers by providing more accurate metrics throughout each phase of an online campaign. Called Smart Control, the platform allows marketers and agencies to measure homepage takeovers, integrated ad placements or specific audience ad purchases and other emerging segments of the online marketplace.

by Kristina Knight

Smart Control also eliminates the need for traditionally large pools of test-control groups which many marketers, especially those with tight online budgets, will probably embrace. Rather than requiring a test-control basis to determine what areas of a campaign are engaging and which are releasing consumers, the Smart Control platform mixes different 'modeling technologies', basically testing on a much smaller basis but with more accurate results.

The platform also helps marketers create better testing models. Because of the cost involved with more traditional testing, some brands have used sub-par messages or information in the control groups while using more engaging information in the test subjects; this type of misuse can give marketers bad information. Then, when campaigns run sour, they are confused by the testing results and actual campaign results.

How important is testing? With more brands moving ad budgets online, the ability to test campaigns prior to launch in crucial in engaging consumers and pushing conversions. According to eMarketer's updated forecast, the US online ad spend will reach just over $25 billion this year, an 11% increase YoY. Most ad dollars are placed in banners, search and video, three segments with high competition rates.

Tags: ad targeting, ad testing, advertising forecast, comScore, eMarketer, online advertising

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