Friday
PointRoll Providing Enhanced Branding Reports
Company Improves Metrics to Demonstrate Branding Capabilities of Panels within PointRoll's FatBoy Page-Based Expandable Ads
For years, marketers have debated whether the Web can be an effective branding tool. While there are those who assert that the Web is primarily a direct response medium, others feel that there is significant branding value in advertising online. However, the main question revolves around an advertiser's ability to quantify that branding value.
PointRoll has answered this question with robust branding metrics that have been available to its clients for years, free of charge. These metrics have included each expandable banner's average interaction rate, as well as other quantifiable data designed to measure a campaign's branding success.
Today, the Company announced that it has begun providing enhanced metrics to clients who use FatBoy(TM) units. The enhanced metrics enable clients to see the average panels per interaction and the average brand interaction time on each creative unit served as part of their campaign.
"The new metrics will allow us to better evaluate each ad's performance, thus allowing us to better assess the value of each FatBoy ad," said Vic Drabicky of Range Online Media. "Television ads can have tremendous reach, but TV metrics can't tell you how long each person watches your ad or how long it takes a viewer to change the channel. With the new Point Roll metrics, we will actually be able to measure how long each user pays attention to our ad, which can help us create more efficient ads for both the consumer and the client."
PointRoll provides millions of FatBoy expanding banners that are seen on Yahoo!, AOL, and MSN, as well as hundreds of other Web properties every day. Each PointRoll FatBoy generates valuable data that can be viewed in the Company's Ad Tracker via several canned reports and aggregations. The power behind these reports is the advanced metrics that quantify branding and interaction.
-- Interaction Rate - The percent of ads that users interacted with;
-- Average display time per panel - Average number of seconds that a panel was displayed;
-- Average time spent with brand - Average number of seconds a user viewed a FatBoy when interacting with it.
The aforementioned three metrics are only a sampling of the advanced data metrics available in PointRoll's Ad Tracker. Many other data sets are available and provide excellent analysis of a campaign's effectiveness.
"Time spent with the brand is a vital measurement, one that quantifies the value of the rate paid to put forth a campaign, said Mark Redetzke, Vice President, Online Media for Zentropy Partners. "Using FatBoy instead of a .gif or Flash is becoming a given as advertisers capitalize on publishers' decision to offer at no additional charge. Having hard metrics to back up how we spend our clients' dollars is priceless."
"PointRoll delivered our multiple branding metrics when we launched in August 2000 with our first client, Universal Studios. Since then we have served billions of FatBoy ads for hundreds of clients with various campaign objectives that have required us to constantly offer additional metrics in an effort to substantiate our additional fees," said Chris Saridakis, PointRoll's Chief Operating Officer. "Today, we have Yahoo!, MSN and AOL offering PointRoll FatBoy at no additional charge as added value for their advertisers. So, we believe that we must do our part to standardize and constantly expand rich media quantifiable branding metrics to ensure a growing market with satisfied advertisers. These latest enhancements are part of that, and we expect to drive even more branding empiricism in the interactive marketplace."
For years, marketers have debated whether the Web can be an effective branding tool. While there are those who assert that the Web is primarily a direct response medium, others feel that there is significant branding value in advertising online. However, the main question revolves around an advertiser's ability to quantify that branding value.
PointRoll has answered this question with robust branding metrics that have been available to its clients for years, free of charge. These metrics have included each expandable banner's average interaction rate, as well as other quantifiable data designed to measure a campaign's branding success.
Today, the Company announced that it has begun providing enhanced metrics to clients who use FatBoy(TM) units. The enhanced metrics enable clients to see the average panels per interaction and the average brand interaction time on each creative unit served as part of their campaign.
"The new metrics will allow us to better evaluate each ad's performance, thus allowing us to better assess the value of each FatBoy ad," said Vic Drabicky of Range Online Media. "Television ads can have tremendous reach, but TV metrics can't tell you how long each person watches your ad or how long it takes a viewer to change the channel. With the new Point Roll metrics, we will actually be able to measure how long each user pays attention to our ad, which can help us create more efficient ads for both the consumer and the client."
Improving the Best Data Available
PointRoll provides millions of FatBoy expanding banners that are seen on Yahoo!, AOL, and MSN, as well as hundreds of other Web properties every day. Each PointRoll FatBoy generates valuable data that can be viewed in the Company's Ad Tracker via several canned reports and aggregations. The power behind these reports is the advanced metrics that quantify branding and interaction. -- Interaction Rate - The percent of ads that users interacted with;
-- Average display time per panel - Average number of seconds that a panel was displayed;
-- Average time spent with brand - Average number of seconds a user viewed a FatBoy when interacting with it.
The aforementioned three metrics are only a sampling of the advanced data metrics available in PointRoll's Ad Tracker. Many other data sets are available and provide excellent analysis of a campaign's effectiveness.
"Time spent with the brand is a vital measurement, one that quantifies the value of the rate paid to put forth a campaign, said Mark Redetzke, Vice President, Online Media for Zentropy Partners. "Using FatBoy instead of a .gif or Flash is becoming a given as advertisers capitalize on publishers' decision to offer at no additional charge. Having hard metrics to back up how we spend our clients' dollars is priceless."
"PointRoll delivered our multiple branding metrics when we launched in August 2000 with our first client, Universal Studios. Since then we have served billions of FatBoy ads for hundreds of clients with various campaign objectives that have required us to constantly offer additional metrics in an effort to substantiate our additional fees," said Chris Saridakis, PointRoll's Chief Operating Officer. "Today, we have Yahoo!, MSN and AOL offering PointRoll FatBoy at no additional charge as added value for their advertisers. So, we believe that we must do our part to standardize and constantly expand rich media quantifiable branding metrics to ensure a growing market with satisfied advertisers. These latest enhancements are part of that, and we expect to drive even more branding empiricism in the interactive marketplace."
PointRoll (www.PointRoll.com) has changed the way that Internet advertising works to become the leader in Rich Media advertising technology. Founded in April 2000, PointRoll works with more than 300 recognized brands from multiple verticals, including pharmaceutical, automotive, finance, entertainment, CPG and others. The company's proprietary technology platform delivers a suite of rich media page based products, including: FatBoy expanding banners, TowelBoy(TM) snap-back units, and BadBoy(TM) floating ads, dramatically enhancing the impact of any Internet ad campaign. PointRoll's technology performs for ad agencies, advertisers, and publishers, measurably increasing conversion opportunity, brand awareness, creative expression, and message content.
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