Online panel firm Toluna and tech firm nurago have rolled out their BrandSpector digital measurement solution across the US, where it will be used to analyze the response of more than 290,000 Toluna panel members to digital campaigns.
In addition to the US, the service is already available in the UK, France, Germany, Italy and Spain, and is expected to launch in a further 14 countries in 2011. BrandSpector was launched
in Europe - where Toluna has more than half a million panel members - in 2009, as a service for advertisers, planners and media buyers.
Using the system, companies can evaluate the effectiveness of their digital campaigns by comparing the intended target audience against the demographics of those panellists actually exposed to ads.
In addition, they can then use it to survey panellists who have been exposed to specific digital campaigns, and to measure the campaign’s effectiveness in terms of communication goals such as awareness and purchase intent.
Web sites: www.toluna-group.com