Online Ad Test Measures Brand Impact

European online research agency MetrixLab has launched a new quantitative online advertising pre-test product. The tool is designed to assess the impact on a brand, rather than simply measuring the number of views or clicks.

The test measures the effects of exposure in terms of recall and behaviour, and ties these measurements to data from its campaign tracker.

Lucas Hulsebos, Managing Consultant for Advertising Research at MetrixLab, explains that the company has already convinced many clients of the importance of reach and frequency for online ad campaigns. But, he says, 'even with sufficient reach and frequency, we see many campaigns that have little or no effect. This can be avoided if they are properly pre-tested.'

He adds that the new tool reflects the growing sophistication of online ad campaigns. 'In the last 12 to 18 months,' he explains, 'leading advertisers have been conducting large-scale experiments with online campaigns designed to achieve the same kind of brand impact as TV and print'. Hulsebos believes that, until now, a diagnostic test that examines brand and communication impact has been lacking.

MetrixLab is headquartered in the Netherlands, and has offices in the UK, Spain and Germany. The company's web site is at www.metrixlab.com.

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

• MetrixLab
• All news
• MrWeb info