Up to now, Google analytics and some products from Nielson
and comScore were the only available tools to measure the efficacy of digital
advertising campaigns. However, this new Google tool called Active View will be
available to advertisers who use the Double click and Google Display networks,
and it will measures when an ad is shown or clicked and also whether and ad is
actually seen by a visitor to the site.
Another Google tool called GRP “gross rating point” will
combine results from a measurement panel with anonymous user data to inform
marketers how their ad is performing. This will help advertisers determine how
their ads are performing in a certain geographic location and whether they
should change the message in the ads for a specific group of viewers.
This announcement gets even better as Google’s spokesman said
that there were no immediate plans to charge for these added tools, which are
being built into existing Google products.
See the complete news from the New York Times.
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