Dynamic Logic Launches CrossMedia Research.

Dynamic Logic announced the launch of CrossMedia Research, a research product that allows advertisers, agencies and publishers to evaluate the branding effectiveness of integrated marketing campaigns that combine the Internet and offline advertising channels such as TV, print, and radio.

CrossMedia Research answers important questions about the separate and combined effects of major advertising channels, such as:

• Which media channel was most effective in increasing key metrics?
• Which audiences were most influenced by the respective advertising channels?
• Did the combined impact of online/offline exceed their respective contributions?

“Our clients run online campaigns in conjunction with offline campaigns and they have asked us to quantify and compare the effectiveness across multiple platforms”, said Nick Nyhan, President of Dynamic Logic. “Our CrossMedia Research product helps marketers answer the multi-billion dollar ad effectiveness question accurately and cost-effectively.”

Dynamic Logic is currently conducting cross media research for a number of leading brands including McDonalds, Colgate-Palmolive, Kimberly Clark, Johnson & Johnson, and ING. This is part of the Interactive Advertising Bureau’s (IAB) Cross Media Optimization Study, an industry effort led by Rex Briggs of Marketing Evolution, in cooperation with Forrester Research and with the endorsement of the Advertising Research Foundation.

“From the advertiser’s perspective, this is certainly important research that can offer valuable information,” said Neil Perry, Sr. Dir. National Marketing Dept. Digital Media for McDonalds Corporation. “Advertisers have a need to learn about and understand how the Internet fits into the media mix, and this research helps address that.”

“Each medium is different, and has strengths and weaknesses relative to specific objectives” said Tom Lynch, who develops marketing strategy for ING, one of the world’s largest global financial services companies. “Having an easy, valid means to really understand the optimal role of each channel in the media mix is going to be a drastic improvement over the way things have been done up to this point.”

“This research begins to answer questions that are extremely important to advertisers”, said Christian Kugel, Associate Director, Insight & Analytics at Starcom IP, whose clients include Kellogg’s, VeriSign, and Miller Brewing. “From an accountability perspective, advertisers are very interested in understanding how the Internet fits into the media mix, and this research provides valid and useful insights”.

According to Debbie Reichig, SVP Sales Strategy at CourtTV, major marketers are interested in assessing the possible synergies between TV and online campaigns. “Increasingly, advertisers are using a combination of media channels to accomplish their objectives and looking for answers about what works and why” said Reichig. “Court TV is working with Dynamic Logic to help our clients quantify the enhanced effectiveness of an ad campaign that runs on-air as well as online.”

“Dynamic Logic’s cross-media research is based on best practices that have wide support in the advertising research community,” adds Briggs. “Dynamic Logic can now provide a valid, scaleable approach for measuring cross media campaigns, giving advertisers an important tool to understand their advertising investment.”