i-level Launches Online Rating Points System
i-level, the independently-owned digital agency, has launched a new online rating points system that will allow marketers to compare the reach of their online advertising campaigns with their traditional media activity.
The new system uses exactly the same methodology as rating points for television and tells advertisers what proportion of the available online audience their campaign has reached during its life-span.
i-level can now provide its clients with a common currency with which to measure the effectiveness and reach of a web-based campaign in a currency that matches that used by traditional media. It can also help advertisers to judge the relative size of their online activity for the first time.
The agency currently claims to produce robust online rating points against audiences of all individuals and expects to extend this to sub-demographic groups later this year. It claims the initiative makes it the first to appreciate the importance of cross-media comparability.
Martin Shaw, buying director at i-level, said: “We are actually the first to appreciate the importance of cross-media comparability. This initial step in establishing online rating points has got our clients really buzzing. At last, it means that advertisers have a genuine like-for-like comparison with their traditional above-the-line spend.”
John Hayward, head of consumer communications at Yell Group, added: “With the introduction of online rating points, i-level can now demonstrate weights of activity across a campaign period, allowing us to plan a laydown and its build far more scientifically, with a far greater understanding of the campaign’s scale.”
Earlier this year i-level expanded its offering to advertisers with the launch of a new division dedicated entirely to mobile marketing. Former Nightfly planning director, Nick Wiggin, will head i-level Mobile, which has been created in response to the growing role of mobile in the marketing mix (see i-level Appoints Marks As First Ever Marketing Director).
i-level: 020 7340 2700 www.i-level.com
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