New GfK Tool Tracks Online Ad Visibility

GfK has launched a new tool called DeliveryControl.dx, which tracks whether an online advertisement is actually visible on a user's screen.

The tool's measurement of delivered ad impressions takes account of visibility, the position of an ad on a web site, the user's screen resolution, and scrolling activities. This, the company says, provides a 'complete picture' of online campaign performance.

Arno Hummerston (pictured), MD of GfK nurago, says users often land on a page which includes an ad, but almost immediately scroll to a point where the ad is no longer, or only partially visible. To measure visibility and view time, the new tool applies nurago's tagging system, through which ads are passively measured without the need for panels, and results are continuously reported.

'Ultimately, the benefit is with the advertisers, since they pay their ad agencies and marketers based on performance,' Hummerston states. 'DeliveryControl.dx gives them a far truer measurement of the actual view time that their ad is getting - plus, it gives immediate reporting, which means that campaigns can be monitored and optimized as they are running.'

DeliveryControl.dx can also be combined with existing GfK panel-based demographic data from AudienceProfiles.dx and ExposureEffects.dx, to analyze visibility by audience type.

Web site: www.gfk.com .