AdRadar Brings New Options for Digital Ad Assessment

Millward Brown's digital insights division Dynamic Logic has announced the launch of AdRadar, a platform pulling in data from clients' own systems and a range of third party panels and databases to create new ways of measuring digital ad exposure.

By working with partners including Compete, Cymfony, Federated Sample, Kantar Shopcom, Lightspeed Research, SymphonyIRI and uSamp, the new system gives clients access to more than ten million people globally. Marketers wishing to assess the impact of campaigns can use the linkages to get real-time feedback, sample hard-to-reach groups, establish control samples who have not been exposed to ads, cross-reference results with existing panel data and follow long-term trends in brand health and perceptions.

For example, Dynamic Logic suggests that an Auto brand running multiple ad campaigns throughout the year can track their longitudinal impact on overall brand health, as well as testing the effect of individual campaigns on search, site visitation and sales; while a pharmaceutical company can understand how their ad campaign raised awareness of a new drug by surveying doctors through an AdRadar-linked panel, and link ad exposure to prescription writing.

The product has been tested and developed with a number of initial clients over the past six months.

Company President Jean Robinson comments: 'Dynamic Logic is broadening online sampling options, simplifying data integration and empowering clients to better understand the lasting effects of their digital and cross-media campaigns.'

Web site: www.dynamiclogic.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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