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TNS Launches Digital Ad Monitor Suite
TNS has launched Digital Suite, described as a 'new generation' of online ad monitoring tools. The suite combines cookie tracking technology with the company's 6th Dimension Panel to give in-depth analysis of online ad consumption.
Mike Saxon, the group's Senior Vice President, Brand and Communications, claims current tools for assessing digital advertising 'are not meeting the industry demands because the fundamental relationship between advertising and the media that carries it has changed. TNS Digital Suite surveys our panelists, not site visitors, delivering the same kind of accountability and rigorous analysis for online advertising that our customers expect for traditional advertising.'
According to TNS, current analysis tools overstate reach and understate frequency, and as a result overestimate the audience size exposed. They also interrupt the user experience with unpopular pop-up surveys - the new panel based methodology avoids these pitfalls, and offers other benefits including advanced analysis through longer surveys (up to 30 minutes long against 7-8 minutes), and the availability of analysis based on frequency and time since last exposure.
'The new capabilities move us from the strategic to the tactical', concludes Saxon. 'For the first time we have been able to identify online advertising decays rates and how many exposures are required to achieve branding effect.'
TNS operates online access panels in 26 countries, covering more than 3.5 million consumers and business customers. Web sites: www.tns-us.com and www.kantargrouptns.com .
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