TNS Strikes Digital Ad Measurement Deal

TNS has announced a European partnership with digital ad measurement specialist Alenty, to deliver a solution assessing the business impact of display ads. Initially available France, Germany, Spain and the UK, the service should roll out to more countries soon.

Alenty offers technology compatible with formats including banners, rich media and instream, and with mobiles and tablets as well as computers; and provides measures including ad visibility duration, share of screen and (for rich banners) interaction time.

The new solution, TNS Digital AdEffect, combines Alenty's technical capabilities with TNS' ad evaluation and consumer expertise and should, say the partners, help with the assessment of 'all digital campaigns, from banner ads to new creative concepts'. After more than a year of 'rigorous testing', the firms say the tool gives a more accurate picture than basic clickthrough counts and cookie-based metrics, reporting back on 'what elements of the ad consumers are truly exposed to, and for how long'.

On the premise that 'brands are often unaware that their banner ads are being lost at the bottom of the screen or obstructed at the side', the new system compares those exposed to the ad with those not exposed; and shows how the campaign is building awareness, involvement and motivation, and synergies with other media.

According to Denis Delmas, TNS' CEO Southern Europe, France & Benelux, clients are spending an increasingly significant portion of their total ad spend on digital, with big implications for ROI calculations. He adds: 'By partnering with Alenty and its leading technology, TNS is able to offer clients the most accurate measure of digital exposure, as well as actionable advice on how to best allocate their media spend for maximising brand engagement.'

Alenty's SVP of Marketing and Sales Frank Durousset says TNS is the ideal partner, with expertise in sample constitution, weighting and post-testing. 'These 'efficient impressions' can now be monitored on-the-fly by media buyers in order to optimise their media spending.'

The partnersa are online at www.alenty.com and www.tnsglobal.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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