Optimization Provides Measurable Lift & Greater Efficiency For Online Branding Campaigns.

Advertising.com, Inc. released new findings from its Optigence research platform demonstrating the success of online marketing campaigns optimized for brand impact.

The study, completed in February 2004, reveals that for each campaign there exists a “golden audience” – that is, the audience reached that resulted in the greatest increase in brand impact for the advertiser. By identifying this audience through brand-impact and audience-segmentation surveys, campaign delivery can be optimized to reach the ideal user – resulting in decreased marketing costs by eliminating less effective impressions.

For the purposes of this study, pre- and post-optimization marketing costs were measured for three advertisers focused on the distinct brand-building goals of brand favorability (Advertiser A), purchase intent (Advertiser B), and unaided brand awareness (Advertiser C).

By refining campaign delivery to reach the advertisers’ “golden audience”, optimization resulted in a 150 percent improvement in marketing costs for Advertiser A; a 650 percent improvement for Advertiser B; and a 47 percent improvement for Advertiser C. The common denominator for success in each scenario was identifying the ideal consumer through brand-impact surveys and optimizing campaign delivery to reach these consumers efficiently.

Scott Ferber, chief executive officer of Advertising.com said, “Internet advertising has long been renowned for its measurability and precision. Most often, however, these benefits are applied solely to direct-response objectives. Our research demonstrates the effectiveness of optimizing campaign delivery to achieve brand objectives as well. Real-time consumer surveying provides measurable results and increased accountability for branding campaigns, while intelligent ad placement substantially improves marketing ROI.”

Methodology

For all three advertisers, subnets were created across Advertising.com’s web network based upon each advertiser’s initial understanding of its target audience. Analysis was performed by Advertising.com, while using Dynamic Logic’s AdIndex research to conduct surveys from a random group of users within this target audience to measure the percent increase in brand impact achieved by online advertising, while defining the demographic and behavioral profile of each respondent.

The acquired survey data enabled Advertising.com to refine campaign delivery to reach the segment of consumers that resulted in the greatest lift in brand impact for the advertiser. In each scenario, non-optimized campaign delivery was followed by optimized delivery, with the overall goal of increasing brand impact while minimizing marketing costs.

For more information at http://www.dynamiclogic.com