Partners Launch Online Ad Measurement Platform

US firms InsightExpress and Marketing Evolution have launched ADI Plus, an online advertising measurement platform. The system links together creative testing, online campaign tracking, campaign reach and frequency reporting and market mix model input.

ADI Plus offers marketers the ability to isolate and understand the attitudinal impact of specific campaign elements. It also generates reach and frequency data suitable for plotting different market conditions and brand scenarios. A common survey, sample and reporting platform means cost advantages, say the partner firms.

According to Rex Briggs, CEO of Marketing Evolution, 'With the development of ADI Plus, Marketing Evolution and InsightExpress have created a unique platform that allows new media opportunities to be measured on an 'apples to apples' basis against more traditional media. Thanks to an intimate knowledge of online advertising technology, we have succeeded in crafting a highly effective way of measuring online marketing initiatives that remains true to the laws of experimental design.'

Marketing Evolution offers research and consulting geared to the optimization of the marketing process, including proprietary tools and processes, advanced modeling and cross media impact measurement. It is headquartered in El Dorado Hills, California, with offices in New York, Rochester and Atlanta and is online at www.marketingevolution.com . InsightExpress, specialist in technology for rapid-turnaround online research, is on the web at www.insightexpress.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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