Brand Attributes - Describes various characteristics of the brand

Brand Awareness

• High: Well known brands with a control baseline awareness 67% or higher
• Medium: Moderately known brands with a control baseline awareness between 34% and 66%
• Low: Brands that are not well known with a control baseline less than 33% or less

Consideration: Level of thought put into purchasing product or service

• High: Brands that require an elevated level of purchase decision-making, such as automobiles.
• Low: Brands that do not require elevated purchase decision making such as a low cost packaged goods.

Consumer vs. B2B: Target of campaign is either consumers or business decision makers

• Consumer: Campaign focused on reaching consumers
• B2B: Campaign focused on reach a business audience

Luxury: Describes whether a brand is considered as a luxury brand. Includes brands from the auto, beauty, personal care and jewelry categories.

• Yes
• No

Product vs. Services: Description of brand's offering

• Product: Brand that is some type of product or good
• Service: Brand that provides some type of service or work. Includes both professional services and other services such as utilities or telecommunications.

New Product - Describes whether the campaign is related to the launch of a new product.

• Extension: A new or enhanced version or related addition to an existing product line
• No - Not a new product; an old product
• Yes - A new product.

Traditional vs. Online - Describes the primary domain of where the product or service is accessible; the traditional channels through which it is sold.

• Online: A business that has only a website or online component
• Traditional: : A business that sells through traditional venues such as physical stores and, if applicable, subsequently through an online component.

Creatives

Size: The size of an on-line advertisement as it appears on a web page

• Full Banner
• Button
• Full Page
• Half Page
• Half Banner
• Large Rectangle
• Medium Rectangle
• Rectangle
• Skyscraper
• Leaderboard
• Vertical Banner
• Vertical Rectangle
• Wide Skyscraper

Technology: The technological layout of an advertisement

• Traditonal (GIF/JPG)
• Rich Media
• Video
  • A/V Length: The length of the audio or video portion of the creative.

Creative Provider

• DART Motif
• Eyeblaster
• EyeWonder
• Klip-Aid
• PointRoll
• Viewpoint/Unicast

Attributes: Characteristics of the creative

• Video
• Interactive
• Living Presence
• Product Shot
• Logo Presence
• Message Presence
• Video/Audio
• Music
• Format: Various different types of creatives.
  • Expandable: A creative that doesn't have a fixed size and can be expanded.
  • Floating: A creative that "floats" over the site content.
  • Interstitial: A creative that is displayed before an expected content page loads
  • Popup: A creative that appears in a new window.

Creative Format
The size and shape of an on-line advertisement as it appears on a web page

Full Banner (468x60) - A medium size ad unit generally 468 x 60

Bridge/Minisite - Multi-page ads accessed via click-through from initial ad. User stays on the publisher's Web site, but has access to more information from the advertiser than a standard ad format allows.

Button (120x90) - Small ad unit generally 120x60 or 120x90

Floating - Free forming unit that appears to float on top of page

Full page - Full size unit that encompasses an entire browser window

Half-Banner (234x60) - Ad unit generally 234x60; half the length of a regular banner

Half Page Ad (300x600) - Large ad unit; half the size of a browser window

Interstitial - Ads that appear between two content pages. Also known as transition ads, intermercial ads, splash pages and Flash pages

Large Rectangle (336x280) - Ad unit generally 336x280

Medium Rectangle (300x250) - Ad unit generally 350x250

Pop Up (250x250) - A display area, usually a small window, that suddenly appears ("pops up") in the foreground of the visual interface

Rectangle (180x150) - A small ad unit generally 180x150

Skyscraper (120x600) - A tall, thin ad unit generally 120x600

Square Button (125x125)

728 x 90 IMU (Leaderboard) - A long banner ad unit generally 728x90

Vertical Banner (120x240) - Vertical ad unit generally 120x240

Vertical Rectangle (240x400) - Vertical, rectangular ad unit sized 240x400

Wide Skyscraper (160x600) - Ad unit generally 160x600

Creative Provider

DART Motif - www.dartmotif.com

Eyeblaster - www.eyeblaster.com

Point•Roll - www.pointroll.com

Viewpoint/Unicast - www.viewpoint.com

Klipmart - www.klipmart.com

EyeWonder - www.eyewonder.com

Creative Technology
The technological layout of an advertisement

GIF/JPEG - Graphic Interchange Form (GIF) or file format that uses a compression technique to reduce the size (number of bytes) of graphic files (JPEG)

Rich Media - Refers to technologies that allow documents to be changed after their initial display, through user interaction and client-side scripting. The ability to move, expand and replace objects allows for the animation of text and graphics.

Frequency
How often a respondent saw a particular ad

• 1-20+

Gender
Gender of respondent

• Female
• Male

Geo - Geography

DMA | State | U.S. Region

DMA - Designated Marketing Areas define non-overlapping geography for planning, buying and evaluating audiences across various markets

State

U.S. Region

• Midwest
• Northeast
• South
• West

Respondent Demographics

Age, Basic

• <18
• 18-34
• 35-49
• 50+

Age, Granular: Granular age of respondent

• <18
• 18-20
• 21-24
• 25-34
• 35-44
• 45-54
• 55+
• 55-64
• 65
• 20-29

Age Generations

• Mature (born on and before 1945)
• Boomers (born from 1946 to 1964)
• Gen X,Y and Z (born after 1964)

Company Size: Describes the number of people employed at respondent's company

• 1-99
• 100-999
• More than 1000

Country: Country of residency of the respondent

• U.S.
• Canada
• China
• France
• Germany
• Italy
• Spain
• United Kingdom

Gender: Gender of respondent

• Male
• Female

Geo: Geography

• U.S. Region where respondent resides.
  • Midwest
  • Northwest
  • South
  • West

In Market: Describes whether respondent is looking to buy or lease a new automobile within the next 2 years (in-market).

• In Market
• Not In Market

Income: The household income of a respondent

• Less than $40k per year
• $40k - $75k
• More than $75k per year
• Rather not say

Income Europe: The household income of a respondent

• Less than €20k per year
• €40k - €75k
• More than €75k per year
• Rather not say

Internet Usage: (per week)

• 31 hours or more
• 21 to 30 hours
• 11 to 20 hours
• 5 to 10 hours
• 1 to 4 hours
• Less than 1 hour

Job Title: Job title of respondent

• C-level executive: (Chairman/CEO/Pres./Owner/Partner/Managing
• SVP/EVP: Vice President
• VP/Director: (Business Unit Manager)
• Other Management
• Other: accountant, architect, doctor, lawyer, IT/MIS, scientific, engineering, R&D, finance, sales / marketing staff))
• Not employed

Primary Decision Maker:
Describes whether respondent is a purchase decision maker at his/her company

• Yes, I make decisions
• Yes, I influence decisions
• No, I am not involved in decisions
• N/A - Not currently employed

Sufferer: Describes whether a respondent suffers from a certain condition aided by the ad campaign's branded product.

• Yes
• No

Sponsorship

• Yes
• No

Income
The household income of a respondent

• Various income breaks, i.e. $40,000-75,000

Industry
The vertical category the product/service falls into

• Alcohol: A business that manufactures, produces, or distributes alcoholic beverages.
  • Beer
    • Light: Includes any beer described as being "Light" or "Lite."
    • Regular: Beers that are not considered "Light" would go here.
  • Spirits
    • Liqueur: Any alcoholic beverage described as being a type of Liqueur.
    • Rum: Any alcoholic beverage described as being a type of Rum.
    • Vodka: Any alcoholic beverage described as being a type of Vodka.
    • Whiskey: Any alcoholic beverage described as being a type of Whiskey.
    • Other: Any other alcoholic beverage that is described as being a Spirit other than one of the ones listed above (schnapps, gin, cognac, etc).
  • Wine
  • Other
  • N/A
• Apparel: A business that manufactures, produces, or distributes alcoholic beverages. Included in this category are
  • Eyewear: Includes Sunglasses. This does not include Contact Lenses (goes into Pharmaceuticals > Eye Care).
  • Footwear: A business that manufactures or sells any type of footwear.
  • Pants/Trousers: A business that manufactures or sells any type of pants/trousers or jeans.
  • Intimates: A business that manufactures or sells any type of underwear or intimates.
  • Other: Any item of apparel that does not fit into one of the above categories.
• Automotive: A business that sells, manufactures, or distributes automobiles such as cars, trucks, vans, and motorcycles. This category includes automotive parts and accessories dealers and automotive repair and improvement services.
  • Automobile Region of Origin: Region where the vehicle was originally manufactured.
    • America
    • Asia
    • Europe
    • N/A
  • Automobile Types
    • 2 Door Coupe: Closed two door automobile
    • 4 Door Compact
    • 4 Door Sedan: Medium size, four door automobile with front and rear seats
    • Brand: Campaigns that don't advertise a specific model, just the automobile brand.
    • Mini-Van: Small, box-shaped passenger van
    • MSRP: Manufacturer's Suggested Retail Price (US Dollars Only)
    • Pick-Up Truck / SUT: Light truck with a low body and open sides or Sports Utility Truck
    • SUV: Sport Utility Vehicle; Four wheel drive vehicle designed for off-road travel
    • Service and Parts: Maintenance or repair service or equipment for automobiles
    • Van: Large, box-shaped passenger or transport vehicle
• Consumer Packaged Goods (CPGs): A business that produces or sells consumer packaged goods such as food and beverages (other than alcoholic beverages which are classified as "alcohol"), beauty and personal care products, over-the counter medications and nutritional supplements, tobacco, and cleaning products. In general, CPGs are goods that get used up and have to be replaced frequently.
  • Baby Products: Any product made specifically for babies. This category includes diapers, tissues etc.
    • Baby Care: A business that makes or sells packaged goods designed for the care of babies and infants. This includes baby bottles, nursing systems, cleansing cloths, etc. This does not include diapers, which go into the "Diapers" subcategory of Baby Products. This also does not include any OTC medicines designed for babies or infants, which go into the "Health/OTC" subcategory of CPG.
    • Diapers: A business that makes or sells diapers.
  • Beauty: Consumer packaged goods that are intended to enhance and individual's personal appearance. This category includes make-up, hair styling products, and skin care products.
    • Fragrance: Colognes and Perfumes
    • Makeup: Any types of makeups.
    • Skincare: Lotions, hand/body moisturizers, etc.
    • Other: Any beauty product not fitting into the above categories.
  • Consumable: Products that are used up or wasted, most often food and beverages.
    • Beverage: Any one of various liquids for drinking, excluding alcoholic beverages.
      • Carbonated
      • Coffee/Tea
      • Dairy
      • Juice
      • Water/Enriched Water
      • Other
    • Food, Snacks and Candies: Nourishment eaten in solid form. This category includes snacks, yogurt, cereal and frozen food.
      • Candy: Chocolate, gum, fruit lozenges.
      • Cereal: Hot and cold cereals.
      • Cookies: Cookies, bars, brownies.
      • Salty Snacks: Chips, pretzels, crackers.
      • Baby Food: Any food made specifically for babies or infants.
      • Condiments: An edible substance that is added in variable quantities to make food more suitable. This includes sugar, salt, ketchup, mustard, mayonnaise, etc.
      • Dairy: Any dairy-based Foods. Includes Cheeses, Yogurts, and Ice Cream.
      • Diet/Weight Loss: Any food used specifically for dieting or losing weight.
      • Frozen Foods: Any food items besides Pizza, Pasta, or Rice that are supposed to be frozen.
      • Meats: Any meat or meat-based products. This includes hot dogs, chili, chicken, etc.
      • Non-salty Snacks: Any snack item that doesn't fit into "salty snacks". This includes granola bars, energy bars, etc.
      • Pizza/Pasta/Rice: Any campaigns about Pizzas, Pasta, or Rice. This includes things like pizza and pasta sauces as well.
      • Other: Canned food, meat, produce and other food products.
  • Health/OTC: Both over-the-counter (OTC) pharmaceutical products and packaged goods used to either maintain or improve an individual's physical health. OTCs refer to medicines and other products that may be purchased at a pharmacy, without a prescription. Health products include vitamins and other supplements, items such as band-aids, creams, and ointments used to either combat illness or improve health.
    • Allergy Relief: A packaged good that is designed to provide protection or relief from allergies.
    • Antacids/Stomach Relief: A packaged good that is designed to provide protection or relief from heartburn or stomach pains.
    • Cold/Flu/Cough/Fever: A packaged good that is designed to provide relief from the symptoms of a cold or the flu or to provide relief for a cough or a fever.
    • First Aid: Packaged goods designed for initial limited care of injury or sickness. This includes bandages, first aid tape, topical first aid medications, and any other item designed for quick diagnosis or treatment (blood glucose meters, thermometers, etc).
    • Pain Relievers: Packaged goods designed to relieve pain associated with illness, injury, aches, or allergic reactions (like poison Ivy relief).
    • Vitamin/Mineral Supplements: Packaged goods designed to provide a large dose of nutrients in a pill or supplement.
    • Other: Any packaged goods used to either maintain or improve an individual's physical health that don't fit into the above subsectors of the Health/OTC subindustry.
  • Household: Products used to clean or maintain a home. This category includes soap, dish and clothes detergents, disinfectants, scrubs, and home sanitizers.
    • Batteries: A business that makes or sells batteries. This includes any batteries that you'd normally find in the household or that are typically used in household items. This does NOT include batteries that can only be used in mobile devices (like mobile phones or laptops) or in devices that are not typically found in a household; most of the time, these types of batteries would fall into the "Technology" industry.
    • Cleaning Products: Any household cleaning product. Includes disinfectants, air fresheners, brooms/mops, dust control products, etc.
    • Laundry: Any products used for laundry. Includes detergents, bleaches, fabric softeners, stain removers, and so on.
    • Paper Products: Any paper-based household product. Includes Toilet Paper, Paper Towels, Napkins, Paper Cups, Tissues, etc.
    • Other: Other household objects like batteries, water purifiers, Ziploc bags, and more.
  • Personal Care: Products that are used in order to maintain minimum standards of hygiene and cleanliness. This category includes toothpaste, bar soap, shampoo, and deodorant.
    • Dental
      • Toothpaste
    • Soap/Bodywash: Any soap or bodywash products.
    • Deodorant: Any product designed specifically to stop or reduce body odor.
    • Feminine Hygiene: Any hygiene product specifically for women (i.e. tampons).
    • Haircare: Shampoos and Conditioners.
    • Shaving: Any shaving products. Includes Razors, shaving cream, aftershave, etc.
    • Other
  • Pet Care: Any packaged goods (including pet food) made specifically for usage by or for care of a domestic animal.
    • Pet Food
      • Cat: Any edible products made specifically for cats.
      • Dog: Any edible products made specifically for dogs.
      • Other: Any edible products made for a domesticated animal other than a dog or cat.
    • Other: Any non-edible packaged goods that are made for domestic animals.
  • Stationery: Any campaigns about paper and office supplies such as envelopes, notepads, pens, pencils, erasers, greeting cards, paper clips, thumbtacks, staples, etc. This also includes Greeting Cards.
• Educational Services: A Business or organization that provides instruction and training in a wide variety of subjects. This instruction and training is provided by specialized organizations, such as schools, colleges, universities, and training centers. These organizations may be privately owned and operated for profit or not for profit, or they may be publicly owned and operated. They may also offer food and/or accommodation services to their students.
• Energy: Businesses primarily engaged in operating electric power generation facilities; distributing electric power; and transporting, refining, and distributing gasoline or petroleum.
  • Gasoline/Petrol: A business engaged in the transport, refining, and distribution of gasoline and/or petroleum. This includes gas stations and gas companies.
  • Utilities: A business that engages in the generation, transmission, and distribution of electricity for sale, generally in a regulated market. This includes all types of power generation (hydroelectric, nuclear, or fossil fuel (coal, oil, or natural gas). The electric energy produced in these establishments is then provided to electric power transmission/distribution systems (which are also considered as utilities).
  • Other: Any other Energy business that doesn't fall into one of the above categories.
• Entertainment: A business that sells products or services that are used primarily for the purpose of entertainment. This category includes movies, music, theater, broadcast and cable television stations (but not service providers) and video games.
  • Cable Networks: Any campaigns about a cable network in general rather than a show on that network goes here.
  • Movies: A film released either in theaters or on video or DVD
    • Box Office ($$): Total amount of money the movie earned at the box office.
      • less than 10,000,000
      • 10,000,000 - 19,999,999
      • 20,000,000 - 39,999,999
      • 40,000,000+
      • N/A
    • Rating: Classification given to films as a guide to suitable viewing material for children.
      • G: General audiences
      • NC-17: No one 17 and under admitted.
      • PG: Parental guidance suggested
      • PG-13: Parental guidance strongly cautioned: some material may be inappropriate for children under 13.
      • R: Restricted. Under 17 requires accompanying parent or adult guardian
      • N/A
    • Release
      • Home video: movies that are released on DVD or VHS
      • Theatrical Release: movies that debut to audiences in theaters.
    • Movie Genre: Movie category or style
      • Action
      • Adventure
      • Animation
      • Comedy
      • Crime
      • Drama
      • Family
      • Fantasy
      • Horror
      • Mystery
      • Romance
      • Science Fiction
      • Thriller
      • War
      • Western
  • Toys: Any
  • TV Genres: TV show category or style (Not mutually exclusive)
    • Comedy: Comedies or Sitcoms
    • Drama
    • Educational: A TV Show designed to teach the watcher about the subject matter.
    • Food/Cooking
    • Miniseries/TV Movie
    • News
    • Reality: Any TV Show that presents unscripted dramatic or humorous situations, documents actual events, and features ordinary people instead of professional actors. This includes contestant-based elimination shows, game/quiz shows, Renovation and Makeover shows, Dating shows, Hoax shows, etc.
    • Sci-Fi
    • Soap Opera
    • Sports: Any televised sporting events.
    • Talk Show
    • Travel
  • Video Game Genres: Video Game categories or style (Not mutually exclusive)
    • Action
    • Adventure
    • Driving
    • Role-Playing
    • Shooting: Any first or third person shooter games.
    • Simulation
    • Sports: Any sports-based games.
    • Strategy: Any role-playing games.
    • War
  • Other
• Financial Services: A business that offers services utilized for the saving, transfer, accumulation, disbursement, and acquisition of money. This category includes credit, investment, banking, insurance, and loans.
  • Banking: Transactional services such as checking and savings.
  • Credit Cards: Financial services where the financial service company endeavors to take on the pecuniary obligations of the intended consumer. This category includes credit cards, mortgages, and auto, personal, and home equity loans.
    • Business: Credit cards made for usage by or for a business.
    • Personal: Specific credit cards made for personal usage.
    • Other: Any other credit card campaigns that do not fit into the above categories. This includes gift cards issued by credit card companies, campaigns about a credit card company's rewards program (and NOT about a specific credit card that has rewards), campaigns about debit cards.
  • Insurance: Insuring persons or property whereby for an agreed payment one party agrees to indemnify or guarantee another against loss by a specified contingency or peril. This category includes all types of insurance including life, health, property, and automotive.
    • Health Insurance: A business that provides Health Insurance.
    • Home Insurance: A business that provides Home Insurance.
    • Life Insurance: A business that provides Life Insurance.
    • Other: A business that provides a type or types of insurances that are not already included in the Insurance subsector of the Financial Services Industry.
  • Insurance Types
    • Auto Insurance
    • Other: Includes home insurance, life insurance etc.
  • Investment: Financial institution that sells shares to individuals and invests in securities or bonds issued by other entities. This category includes 401Ks and retirement accounts.
    • Brokerage: A business that buys and sells stocks and other securities through market makers or Agency Only Firms on behalf of investors. This includes online brokerages and brokerage firms.
    • Mutual Funds: A business that provides Mutual Funds.
    • Retirement/IRA/401K: A business that provides retirement planning or IRAs/401Ks.
    • Other: A business that provides a type or types of investments that are not already included in the Investment subsector of the Financial Services Industry.
  • Loans: Any Financial Services where a loan is given. This includes mortgages, home and car loans, student loans, and more.
    • Home Loans: A business that provides home loans.
    • Mortgages: A business that provides mortgages.
  • Other Services: A business that provides a type or types of financial services that is not already included in the Financial Services industry.
• Gas/Petrol: A business that provides gasoline/petroleum for automobiles.
• Government: Any Government-operated Organizations, Offices, Agencies, or Bureaus. Also includes the Armed Forces.
  • National Security: Any Government establishment of the Armed Forces, including the National Guard, which is primarily engaged in national security or related activities.
  • Other: This includes any government organizations serving as legislative bodies (Congress); offices of chief executives (President, Governors, Mayors); government organizations primarily engaged in public finance, taxation and monetary policy (such as the IRS); and any other government organizations engaged in providing general support for the government.
• Health Services: A business or organization that provides prevention, treatment, and management of illness; and/or the preservation of mental and physical well being. This includes hospitals, health clubs and/or gyms, health organizations, rehabilitation centers or organizations (quitting smoking or drinking or other drug addictions), and organizations involved in health research (Cancer research, etc.).
• Home Improvement: Product and services intended to be used to maintain, repair or improve the structure, exterior, interior and garden of a home.
  • Appliances: A business that makes or sells home appliances. This includes appliances such as washing machines and dryers, refrigerators, coffee makers/brewers, etc.
  • Cleaning Tools: A business that makes or sells products designed to clean household objects or surfaces. This includes vacuums, mops, brooms, etc.
  • Lawn & Garden/Pest Control: A business offering products or services relating to lawn and garden care or to pest control. This includes lawn mowers and tractor mowers; lawn fertilization services (the fertilizer itself belongs in CPG > Household > Other); and pest control companies/services.
  • Other: Any Home Improvement product or service that does not fall into one of the above categories.
• Non-Profit: An organization or business that operates for the purpose of serving the public good rather than for the purpose of making a profit. This category includes organizations, hospitals, and universities, religious and voluntary associations.
• Pharmaceutical: A business that produces or sells drugs or medicines and that may be obtained only with a prescription from a physician and that are prepared or dispensed in pharmacies and used in medical treatment. This category does not include over-the-counter medications, which are classified as 'Consumer Packaged Goods.'
  • Allergies
  • Birth Control
  • Erectile Dysfunction
  • Heartburn
  • High Cholesterol
  • Mental Health: includes Anxiety, depression, esquizofrenia, Mood swings etc.
  • Other
• Postal Services: A business that offers shipping services such as FedEx or UPS.
• Professional Services: Any businesses that provide services for other businesses or individuals. This includes technical services and administrative and support services. This does NOT include any businesses that would fall into the Telecommunications Industry or the Financial, Educational, or Postal Services Industries.
  • Administrative and Support Services: Businesses engaged in activities that support the day-to-day operations of other organizations or businesses. The processes employed in this sector (e.g., general management, personnel administration, clerical activities, cleaning activities) are often integral parts of the activities of businesses found in all sectors of the economy.
    • Business Solutions: A business that offers B2B solutions to other businesses.
    • Other: Any other administrative or support services that don't fit into the above categories.
  • Other: Any other professional services that do not belong in another service industry or in the Administrative and Support Services subcategory.
• Restaurant: A business that sells meals to the public. This category includes traditional restaurants and fast food chains.
  • Fast Food: Fast food restaurant chains
  • Other: Traditional sit-down restaurant establishments
  • N/A
• Retail: A business with a physical store used to sell goods or commodities to the public in small quantities.
  • Apparel Stores: A retail business that only sells apparel items. This includes clothing stores and footwear stores.
  • Department Stores: Large retail stores offering a variety of merchandise and services and organized in separate departments
  • Drugstores: A retail business whose main function is to distribute pharmaceutical drugs.
  • Electronic Stores: Stores offering electronic devices
  • Entertainment Stores: A retail business that sells or rents entertainment-related products. This includes movie rental stores, Toy Stores, etc.
  • Office Supplies: Stores offering office equipment and supplies
  • Other Stores
  • N/A
• Technology: A business that manufactures or sells products related to computing and engineering.
  • Computers: For campaigns having to do with computers, computer accessories, computer software, or computer networking (internet, servers, etc.)
    • Accessories: For Computers campaigns having to do with computer accessories (printers, monitors, etc.)
    • Hardware: For Computers campaigns having to do with computer hardware (processors, memory, hard-drives, graphics cards, etc.). Since there is already an Accessories category, campaigns placed in this category should be relating to hardware that is physically part of a computer (for example, something like an external hard drive would NOT be put into this category)
    • Servers: For Networking campaigns related to Servers or server software (blade servers, storage servers, server providers, etc.)
    • PCs: For Computers campaigns relating to computers or computer systems (laptops, tablet computers, desktop computers, etc.)
    • Other: For all Computer campaigns not falling into any of the above categories.
  • Electronics: For campaigns having to do with any type of electronic devices besides computers (Cell phones, TVs, Game consoles, Appliances, etc.)
    • Appliances: For Electronics campaigns dealing with any type of home appliance (coffee makers, refrigerators, other kitchen appliances, etc.)
    • Business Products: For Electronics campaigns having to do with any type of business products or services (multifunction office equipment, business management solutions, wireless office headsets, etc.)
    • Cell Phones: For Electronics campaigns having to do with cell phones and NOT cell phone service providers (those belong in the telecommunications industry).
    • Entertainment: For Electronics campaigns dealing with any type of entertainment media (MP3 players, TVs, gaming consoles)
      • Media Players: For Entertainment campaigns relating to MP3 Players, iPods, satellite radios, etc.
      • TVs: For Entertainment campaigns relating to televisions (HDTVs, HD products, etc.)
      • Other: For Entertainment campaigns that do not fit into the Media Players or TVs categories.
    • Photographic Products: For Electronics campaigns relating to cameras, camera batteries, digital photography in general (and not necessarily a digital camera itself), etc.
    • Other: For any Electronics campaigns that don't fit into any of the above categories.
  • Software: A business that engages in software publishing and/or reproduction. Businesses in this industry carry out operations necessary for producing and distributing software, such as designing, providing documentation, assisting in installation, and providing support services to software purchasers. These establishments may design, develop, and publish.
    • Data Management: Any software designed to store, edit, or delete data (Database Programs).
    • Document Management: Any software designed to store, edit, or delete documents.
    • Operating Systems: Any software component of an electronic system that is responsible for the management and coordination of activities and the sharing of resources. Most often used in computers, but mobile phones, PDA's, servers, and more also have Operating Systems.
    • Other: Any software that does not fit into the above categories.
  • Technical Services: Businesses that specialize in performing technical activities for others. These activities require a high degree of expertise and training. The businesses in this sector specialize according to expertise and provide these services to clients in a variety of industries and, in some cases, to households. Activities performed include: architectural, engineering, and specialized design services; computer services; technical consulting services; research services; IT services; and other technical services.
    • Consulting: A Business that provides services or solutions that help other organizations improve their performance, primarily through the analysis of existing business problems and the development of plans for improvement.
    • Data/Identity Management: A Business that provides services to manage or protect their clients' data or identity. This includes virtual storage.
    • Internet: A Business that provides services or solutions that are designed to run on or through the internet. This includes internet domain (website) service providers and also internet security services. This does NOT include Internet security software, which goes into the "Software" Industry.
    • IT: A Business that provides IT services or solutions.
    • Networking Solutions: A business that provides networking solutions.
    • Other: Any other technical services that do not fit into any of the above categories.
  • Other: For any Technology campaigns that don't appear to fit into the above categories.
• Telecommunications: A business that provides the services related to operating and/or providing access to facilities for the transmission of voice, data, text, sound, and video. Transmission facilities may be based on a single technology or a combination of technologies. This includes things such as telephony -- including Voice over Internet Protocol (VoIP); cable and satellite television distribution services; Internet access providers; and wireless phone communications.
  • Internet Service Providers: Any business that provides access to the internet.
  • Online Communication: Any business involving communicating via the internet. This includes e-mail, web conferencing, Voice over Internet Protocol (VoIP), etc.
  • Wired Carriers: Any businesses offering telecommunication services through a wired network. This includes local and long distance telephone carriers and Cable and radio distributors.
    • Cable Distribution: Any digital cable or satellite TV provider.
    • Other: Other wired carriers besides Cable distributors.
  • Wireless
  • Other: A business that provides a type or types of telecommunications services that are not already included in the Telecommunications industry.
• Travel: A business that sells travel-related services. This category includes airlines, bus companies, rental car companies; and lodging, including both individual hotels and hotel chains.
  • Airline
  • Auto Rental
  • Cruise
  • Hotel
  • Tourism
  • Other
• Utility: A business that provides an essential service, generally under government regulation. This category includes electric, gas transmission, and water companies. This category does not include phone companies, which are instead classified as 'Telecommunications.'
• Website: A business whose primary channel for conducting business is a website they own on the World Wide Web that is used for purposes including information, commerce, and entertainment.
  • Automotive: Any websites dealing with the Automotive Industry. This includes the buying, selling, or checking of automobiles or automobile parts.
  • Entertainment: Any websites dealing with the Entertainment Industry. This includes websites for gaming, movies or TV shows, Entertainment Retailers, Music, and any other entertainment based website.
  • Portal: A website that offers a broad range of content and services.
  • Search: A website that is used to look for something. This includes search engines, address/phone number searches, dating sites, job searching sites, or any other website specifically designed for searching for things.
  • Shopping: A website that is used specifically for the purchase of goods and/or services. This includes auction websites, and price comparison websites. This subcategory does NOT include travel based shopping sites.
  • Travel: A website that is used for travel-related services. This includes online booking and pricing research websites, hotel websites, and any other travel-based website.
  • Other: A website that does not fall under any of the above categories.

Surveys

• Individual campaigns

Brand Metrics

Aided Brand Awareness - Measures the level of familiarity respondents have with the brand

Online Ad Awareness - Measures the extent to which respondents recall seeing the brand's advertising online

Message Association - Measures the extent to which respondents can match the messages in the creative to the brand

Sponsorship Association - Measures the extent to which respondents can match the sponsorship in the creative with the brand

Brand Favorability - Measures the extent to which respondents have a positive or favorable opinion of the brand

Purchase Intent - Measures the likelihood of respondents to purchase the brand in the future

Website Information - Describes the website(s) that an ad campaign runs on

Website Category - Describes the type of website(s) that the ad campaign runs on

• Ad Network A network representing many websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
• Auto: Automotive news, buying guides, racing and dealership websites.
• Business / Finance: Market news and research, stock quotes and online trading.
• Community & Special Groups: Ethnic group interests, organizations engaged in community service or campaigns to improve the environment and also Message boards, chat rooms, and forums related to any community or group.
  • Social Networking: A site in which the primary intent of visitors is to build their network of associates for business, common interests or other reasons.
  • User Generated Content: A site where the main purpose is to share end-user generated content, most or all of which is available for anyone to see.
• Computing & Technology: Hardware and software reviews, downloads and technology news.
• Education/Self-Improvement: Intended for the betterment of one's education and self.
• Email: Email sites such as hotmail or gmail.
• Entertainment: Websites that provide information and services related to entertainment, such as movies/video, music, books, games, musicals, opera, etc. Includes comics/comic strips and humor.
• Fashion & Style: Website focusing on fashion and style-related topics.
• Games & Contests: Online games, downloads, crossword puzzles, gambling, virtual casinos, sweepstakes, gaming tips and reviews.
• Health & Beauty: Medical journals, diet/nutrition information, exercise programs, alternate medicine, natural cures, skincare/hair care, tips and info on cosmetics and beauty products.
• Hispanic/Latino
• Kids/Teens: Websites that cater to kids and teens as well as portals and broad websites that have specific information related to kids and teens.
• Lifestyle/Hobbies: Home improvement, decorating, gardening and botanical designs, pets, cooking recipes, horoscope, other hobby information.
• Men: Websites that specifically target a male audience and have topics and products relevant to men.
• Movies/Video/Television: Information and reviews on movies and television programs, websites that sell movie videos/DVDs/sound tracks, theater and ticket information.
• Music/Streaming Music: Specialist music websites as well as portals/websites that have music as a sub-set of their overall website. Music websites that provide reviews, ratings, downloads, players and streaming media technologies.
• News & Information: Current affairs, articles and periodicals on current events, and weather, newspapers/TV channel websites.
• Newspapers: Web sites of top National newspaper publications.
• Parenting & Family: Information on pregnancy, raising kids, schooling, family related issues.
• Portal: Destination websites/starting places and all-in-one gateways to topical content or categories of links. Portals offer information and content on an array of subjects.
• Real Estate: Information to assist with one's search for and purchase of real estate.
• Regional/Local: City guides and regional portals that give information related to a certain area. Websites that provide information specific to neighborhoods, such as bars and restaurants, bus routes, train timings and so on.
• Services: Websites which provide email, egreetings, wall papers, screensavers, and clip art/pictures.
• Shopping, Retail & Auction: Websites for retailers, online catalogues, auction/bidding sites.
• Sports: Fantasy leagues, scoreboards, sporting news and sports-related hobby websites.
• Travel & Leisure: Websites that provide information regarding travel or hobbies, and provide the option to book travel online.
• Women: Websites that specifically target a female audience and have topics and products relevant to women.

Site Location

• North America
  • USA
  • Canada
• Europe
  • France
  • Germany
  • Italy
  • Netherlands
  • Spain
  • UK

Trend
Describes the year and quarter in which a particular ad campaign ran. E.g. Quarter 1 in the year 2000 = 2000Q1

• Q1 (Jan, Feb, Mar)
• Q2 (Apr, May, Jun)
• Q3 (Jul, Aug, Sep)
• Q4 (Oct, Nov, Dec)

Example: 2004Q4 = Fourth Quarter, 2004

Methodology
Method of survey recruitment

Pre/In-Market - Indicates recruitment of the control group prior to campaign commencement while the exposed recruitment has been recruited during the campaign

Simultaneous - Indicates recruitment of exposed and control at the same time and during the campaign

N/A

Intent
Describes the specific behavior the ad campaign seeks to influence in the "Purchase Intent" metric. It allows for a greater understanding and segmentation based on campaign transaction goals.

Behavior Intent - Measures the likelihood of respondents to change their behavior toward a brand but does not include a financial transactions (i.e. seeing a movie, going to a website, etc.)

Purchase Consideration - Measures the likelihood of respondents to consider purchasing the brand in the future. Generally for products that are of higher price point and are not considered "impulse buys" (i.e. considering a car)

Purchase Intent
Measures the likelihood of respondents to purchase the brand in the future.

Low Sample Size
Data is from nine or fewer campaigns

Creative Information
Describes the creative shown to the exposed group during the campaign.

• Yes, I make decisions
• Yes, I influence decisions
• No, I am not involved in decisions
• N/A - Not currently employed