Impressions, click-through rates or even branding metrics are no
longer the sole indicators in evaluating a campaign's success. This
is because the ad impressions alone do not take into account
whether the advertisement was on the visible screen of the user,
nor for how long.
"Users may land on a page that includes your ad, but almost
immediately scroll to a point where your ad is no longer visible -
or only partially visible," says Arno
Hummerston, one of GfK's experts in digital technologies.
"In that case, basing your ad placement on delivered ad impressions
alone would have been wasted money. To fully understand your return
on investment, it's essential to measure the delivered ad
impressions alongside the visibility of your ad: how much of your
ad was visible on the viewer's screen and for how long."
As part of its digital strategy, GfK is launching a global
instrument that does exactly that. DeliveryControl.dx tracks
browser activity (browser window or active tab), the position of
the advertisement on the website, the user's screen resolution, and
any scrolling by the user. The reporting displays the different
levels of visibility of the advertisement - whether it was fully
displayed (100%) or if at least 90%, 75%, 50% or 1% were visible on
the user's screen - and the average view time for each of these
visibility levels. Furthermore it can be segmented by site,
channel, placement, ad format, and creative.
To measure the visibility and view time, GfK applies nurago's cost
efficient and easy to implement tagging system. Ad contacts are
passively measured without the necessity of panels, and results are
continuously reported. As there is no need for an online panel,
even small volume campaigns can be evaluated reliably.
"Ultimately, the benefit is with the advertisers," says Hummerston,
"since they pay their ad agencies and marketers based on
performance. DeliveryControl.dx gives them a far truer measurement
of the actual view time that their ad is getting - plus, it gives
immediate reporting, which means that campaigns can be monitored
and optimized as they are running.
"We can also take this to the next level, by combining
DeliveryControl.dx with existing GfK panel-based demographic data
(from AudienceProfiles.dx and ExposureEffects.dx). That lets us
analyze visibility on an audience level, to produce a richer, truer
and deeper picture of campaign effectiveness and efficiency."
About GfK
GfK is one of the world's largest research companies, with more
than 11,500 experts working to discover new insights about the way
people live, think and shop, in over 100 markets, every day. GfK is
constantly innovating to use the latest technologies and the
smartest methodologies to give its clients the clearest
understanding of the most important people in the world: their
customers. In 2011, GfK's sales amounted to EUR
1.37 billion. To find out more, visit http://www.gfk.com or follow GfK on
Twitter: http://www.twitter.com/gfk_group
Research contact
Arno Hummerston
Managing Director
GfK DMI Global
Tel. +44(0)20-7890-9404
Mob. +44(0)7540-261926
[email protected]
PR contact
Amanda Wheeler
Global PR & Communication
GfK
T +44(0)7919-624-688
[email protected]
SOURCE GfK
Copyright
2012 PR Newswire