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DoubleClick Pilots New Methodologies For Analyzing Online Target
Demographics in Post-Campaign Ad Reports
- Study Details New Methodologies for Matching Pre-Campaign Audience Plans with
Post-Campaign Ad Serving Reports -
NEW YORK, June 6 /PRNewswire-FirstCall/ -- DoubleClick (NASDAQ:DCLK) today
unveiled a research study, executed in collaboration with three leading
interactive research companies, which details new methodologies for measuring
the demographic composition of individuals exposed to online ad campaigns,
along with the reach and frequency of the ads delivered to those target
segments. Until now, there has been no easy way for advertisers to measure
pre-campaign planning against post-campaign reporting, side-by-side, as they do
in traditional media. The paper, titled "Target Demographics, Before and
After," describes each methodology and shares findings from their results. The
paper is available for free download on DoubleClick's web site:
http://www.doubleclick.net/ .
DoubleClick commissioned media research firms comScore Networks,
Nielsen//NetRatings, and Interactive Market Systems (IMS) to work respectively
with the ad agencies MediaVest, mOne and Universal McCann to produce reports
for live campaigns in order to demonstrate the effectiveness of online ads in
accessing target demographic audience segments within measurable
reach/frequency objectives. Each of the research firms used different
methodological approaches to achieve similar results.
For example, working with the ad agency MediaVest on behalf of a skincare
product advertiser, comScore used an image-matching technology to recognize
creative ad units as they appeared in the browsers of its permission-based 1.5
million-person eXPanded Coverage (XPC) panel. comScore was then able to
establish the demographic composition of the audience exposed to the campaign
based on their knowledge of their own panel members.
Separately, working with the agency mOne on behalf of a client advertising a
baby product, Nielsen//NetRatings used a standard browser cookie approach to
measure the demographic composition of the campaign. By preparing the campaign
in DoubleClick's DART(R) for Advertisers, mOne was able to add an additional
web beacon to each ad unit that corresponded to a Nielsen//NetRatings cookie,
and match those back to members of Nielsen//NetRatings' permission-based
MegaPanel of more than 100,000 members.
Finally, working with the agency Universal McCann on behalf of four clients (a
movie studio, a snack food, a consumer electronics product and a business
software application), IMS used a data modeling approach to correlate DART for
Advertisers ad serving reports to the Nielsen//NetRatings NetView demographic
panel data, also permission-based.
"The tremendous value of this study is not in the actual results uncovered for
each live campaign, but rather in the pilot methodologies developed by
DoubleClick and its research partners, which can be leveraged by the entire
online advertising industry," said Doug Knopper, Senior Vice President and
General Manager, Ad Management, DoubleClick. "Now, we see that reliable
reports detailing audience composition on a post-campaign basis, and the reach
and frequency of actual ad exposures to target demographics, can be provided to
advertisers without great difficulty or technical complexity."
"This work provides a good first-step platform for validating the predictive
capability of reach-frequency planning models on the web," said Gerard
Broussard, Senior Partner and Director of Media Analytics Media, mOne New York.
The resulting methodologies are relatively easy to execute and can be
implemented today using DoubleClick's DART for Advertisers ad serving platform.
Inquiries about commissioning a similar study may be directed to Steven Golus,
Director, Strategic Services, DoubleClick at .
About DoubleClick Inc.
DoubleClick is the leading provider of solutions for advertising agencies,
marketers and web publishers to plan, execute and analyze their marketing
programs. DoubleClick's marketing solutions -- online advertising, search
engine marketing, affiliate marketing, email marketing, database marketing,
data management and marketing resource management -- help clients yield the
highest return on their marketing dollar. In addition, the company's marketing
analytics tools help clients measure performance within and across channels.
DoubleClick Inc. has global headquarters in New York City and maintains 22
offices around the world.
Contact:
Jenny Connorton
DoubleClick Inc.
(212) 381-5183
DATASOURCE: DoubleClick
CONTACT: Jenny Connorton of DoubleClick Inc., +1-212-381-5183
Web site: http://www.doubleclick.net/