Compete Probes Ads' Impact on Behaviour

Kantar's web analytics division Compete has unveiled a new measure to analyse how exposure to online advertising impacts consumers' online behaviour.

Its new Ad Impact solution specifically examines how online ads affect behaviour surrounding search queries and interaction with brand, competitor and third-party sites. The tool has been designed to help publishers, advertisers, ad networks and ad agencies measure the impact of their campaigns more comprehensively.

Ad Impact draws from the firm's online panel of millions of US consumers, and assesses panelists' online behavior after ad exposure compared with a control group of consumers who were not exposed to the ad.

Behavior-based metrics are produced across categories: site impact (branded site and microsite visitation); search and ecosystem impact (search phrases, social media, rival site and third-party site visitation); and campaign profile information (demographic, impression and frequency reporting).

Clients can also request additional customized metrics and use the information from Ad Impact as inputs into cross-media measurement.

'Understanding how an ad impacts behavior within a target audience has been the missing ingredient in measuring online brand advertising,' said CMO Stephen DiMarco. 'Identifying how exposure creates search activity or deeper brand engagement helps answer the question - what is the value of the 99.9% of advertising that does not get clicked on?'

Compete, which is a unit of TNS Media, is online at www.competeinc.com .