NUREMBERG, Germany, June 28, 2012 /CNW/ - Leading research agency, GfK,
today warned that relying on ad impressions alone could be giving an
incomplete picture of online campaign performance.
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,
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."
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
For further information:
GfK DMI Global
Global PR & Communication