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comScore Unveils Brand Impact Tool
Online audience measurement firm comScore has launched an online ad effectiveness tool, designed to measure the various quantifiable impacts that brands have on Internet users.
Compiled from nearly 200 brand impact studies conducted across a range of industries and online ad campaigns, the firm's new Brand Metrix norms database measures brand awareness, attitudes towards the brand, and purchase intent.
The system relies on the comScore panel to examine differences in behavior and attitudes among those consumers exposed to an online ad campaign compared with those who are not exposed.
'With online display ads yielding click-thru rates of less than 0.1%, advertisers can no longer rely on click-thrus to gauge online ad performance,' stated VP of Advertising Solutions, Evan Neufeld. 'In an environment where proving the effectiveness of every ad dollar is essential, comScore Brand Metrix provides the ammunition to demonstrate the true value of online advertising efforts.'
The database, which contains the results of studies that have been conducted across ten vertical industries, includes the following metrics: top-of mind unaided awareness, total unaided awareness, aided awareness, total advertising awareness, online ad recall, favorability, likelihood to recommend, and likelihood to purchase.
For a subset of the studies, the norms database also includes the behavioral metrics of advertiser trademark searches, site visitation and purchasing - both online and at retail stores.
comScore, which recently reported a 37% Q3 revenue increase to $30.7m, is on the web at www.comscore.com .
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