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Google Gives InsightExpress Green Light
US online agency InsightExpress has received authorization to conduct brand effectiveness research studies across the Google content advertising network, which encompasses hundreds of thousands of web sites ranging from international publishers to one-off niche sites.
The work will be undertaken by the firm's Digital Media Measurement practice area, which comprises digital media professionals focused on measuring, testing and optimizing digital and traditional media.
At the core of this division is AdInsights, a digital ad-effectiveness solution which measures the attitudinal effect of digital advertising via a test/control methodology, as well as a campaign's impact on key brand measures.
Using traditional barometers that measure branding effect - ie, brand awareness, message association, favorability and purchase intent - the firm says advertisers and their agencies can gauge the success of digital campaigns, as they do offline and in other media.
According to Drew Lipner, SVP, Group Director, Digital Media Measurement: 'InsightExpress' certification on the content network will substantially impact our clients' ability to measure across their entire campaigns, and include Google's extensive network.'
InsightExpress measures ad effectiveness across online, mobile and other media. The firm is headquartered in Stamford, CT, with offices in New York, LA and San Francisco and is online at www.insightexpress.com .
Earlier this month, InsightExpress joined panels and software firm GMI in partnering with media communications agency Starcom MediaVest Group, to conduct a study tracking how ad messages influence consumer intentions to buy.
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