MPG Appoints Dynamic Logic To Evaluate Online Campaigns
Media Planning Group’s interactive arm, Media Contacts, has appointed Dynamic Logic to analyse and evaluate the branding effectiveness of its online advertising campaigns.
The agreement will see Dynamic Logic utilise its AdIndex tracking system to assess the effectiveness of campaigns for clients including Intel, Orange, Airbus and Expedia.
The system provides advertisers with metrics beyond click-through rates and allows them to create a picture of the overall impact of their online campaigns, in terms of brand awareness and purchase intent.
Commenting on the agreement, Paul Frampton, associate director at Media Contacts, said: “AdIndex allows us to understand the true effect of the advert on brand attributes in isolation from all other activity in a very cost effective way.”
He added: “Using Dynamic Logic, the team at Media Contacts has been able to demonstrate the value of both sponsorship and advertising in shifting brand metrics, which has led to further budget to be allocated to this form of activity. The broader adoption of this form of measurement can only be good news for the industry”.
The deal will be handled by Adam Hayes, senior account manager at Dynamic Logic Europe, who will work with Media Contacts to train their strategically important buying points in the measurement of brand effectiveness.
Aegis Media recently secured a deal with Taylor Nelson Sofres to use its InfoSysTV planning and analysis tool to gain a greater insight into television audience data. (see Aegis Moves To Enhance Planning And Buying Operations).
Dynamic Logic: 0207 152 4004 www.dynamiclogic.com
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