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TechTarget and Dynamic Logic Measure IT Brands
US-based IT publisher TechTarget has launched 'TargetROI: Brand' - an online program that measures the effects of online ads on brand awareness. The measurements are based on surveys conducted in collaboration with MR firm Dynamic Logic, which also provides benchmark data for comparison.
The program includes a ten-week campaign of targeted online display advertising followed by an online survey to assess the effects on brand awareness, brand favorability, and purchase consideration. The ratings are then compared with Market Norms, Dynamic Logic's syndicated marketing effectiveness database of performance data from almost 2,000 online ad campaigns. According to TechTarget CEO Greg Strakosch, such performance data for branding campaigns have 'historically been difficult to capture or quantify'.
The company has trialled the new program with software vendor PolyServe. Jeff Day, PolyServe's Product Marketing Manager, says it was crucial for his company to be able to substantiate the effectiveness of brand campaigns, and that the program 'enabled us to prove that targeted banner advertising can create enormous shifts in important brand metrics'.
TechTarget produces media, events, programs and services for IT marketers, and is online at www.techtarget.com . Dynamic Logic's home page is at www.dynamiclogic.com.
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