Sponsorship Measurement Launch

US agency Dynamic Logic has launched AdIndex Sponsorship, a new product designed to help advertisers measure the effectiveness of sponsorship initiatives that aim to link a brand to a particular activity, event or content.

AdIndex Sponsorship uses a Control/Exposed methodology, which isolates the effects of the sponsorship from other activity (online and offline media, PR, etc.). It promises to monitor changes in brand favorability and purchase / behavior intent among the target audience as well as the promotion's success in linking the brand with the event and the perceived appropriateness of that link.

At the same time, Dynamic Logic has partnered with Studio One Networks, a creator and syndicator of fully sponsored content online, whose sponsors and distributors include Nestle USA, Alpo, Toyota, Bridgestone, The U.S. Government, Amazon, Time Warner and Wal*Mart.

NYC-based Dynamic Logic has offices in three major US cities and in London, and a web site at www.dynamiclogic.com . Its three main product areas are: AdIndex(r) for online advertising, CrossMedia ResearchTM for multi-vehicle campaigns and MarketNorms(r), a syndicated and searchable advertising effectiveness database.

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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