Press Releases
July 15, 2009

Dynamic Logic and Compete Partner to Offer Marketers Insights into the Branding and Behavioral Effects of Online Advertising Campaigns

Partnership Marks the Launch of “AdIndex Connects” Solution

New York, New York--July 15, 2009 – Dynamic Logic and Compete, today announced a partnership that brings together the branding impact of digital advertising campaigns with online consumer behavior metrics to provide a comprehensive view of online marketing effectiveness. The partnership between these two Kantar Group companies affords marketers new measurement opportunities at a depth that has not been previously available.

“We have within Kantar the leaders of digital brand effectiveness in Dynamic Logic and the largest US consumer behavioral panel in Compete,” said Eric Salama, CEO of Kantar Group. “With a combined solution, our clients can now understand how online messaging affects consumers, what these consumers do online as a result and we can help them plan and act appropriately."

With over 6,000 digital ad effectiveness studies conducted, Dynamic Logic has provided advertisers, agencies and publishers measurement of a campaign’s branding impact via AdIndex®. Now with “AdIndex Connects,” clients will be able to marry that knowledge with data from Compete, revealing how consumers search and engage on the Web following exposure to an ad. AdIndex Connects provides holistic insight of an online campaign, offering branding, sales and behavioral indicators of shorter-term and longer-term impact.

“We are thrilled to be working with our sister company Compete, the leader in analyzing online consumer behavior, to bring together brand and behavioral insights into one synthesized package for our clients," said Jean Robinson, President of Dynamic Logic. “Our partnership with Compete will play an important role in Dynamic Logic's ability to provide clients with a means for better understanding consumers’ actions and attitudes and as a result improve their ROI."

AdIndex Connects is the first product to be introduced as part of a broader DLConnects™ suite of marketing effectiveness solutions connecting brand impact to post-view behavioral, offline sales, tracking and other relevant data.

“Partnering with Dynamic Logic changes the game for publishers and advertisers in evaluating the performance of their online advertising campaigns,” said Stephen DiMarco, Vice President and Chief Marketing Officer of Compete. “AdIndex Connects provides a more comprehensive way to evaluate which campaigns work and how well they work, something our clients and the industry at large have been yearning for."

How AdIndex Connects with Compete

On July 13 Compete announced the availability of its new online advertising effectiveness measurement capability which analyzes the impact of online advertising on consumers’ online behaviors such as engagement and conversion on brand sites, post-exposure search behavior and rival and third-party site visitation. “AdIndex Connects" offers advertisers the ability to measure brand impact, sales impact and post-view behavioral data. Dynamic Logic provides insight and normative benchmarks on the branding impact the advertising had on the exposed group, such as awareness and message association. Findings are then analyzed alongside data from Compete which tracks behavior of panelists within the campaign footprint. The aligned "control-exposed" methodology both companies use results in a true measure of a campaign's impact.

AdIndex Connects In Action

In a recent case study of an online ad for a leading quick service restaurant, the combined data from AdIndex Connects helped demonstrate overall campaign effectiveness and showed that consumers' intentions were in fact aligned with their actions. Attitudinal data revealed a greater intent to purchase among those exposed to the ad, while behavioral data confirmed that food orders on the company's website were 78% higher as a result of campaign exposure. Further, the campaign influenced positive attitudes about the quality of the brand among competitor loyalists and behavioral data showed that the campaign drew a substantial number of new visitors to the advertiser's website, creating an increase in the brand's online market share. Interestingly, while online searches for the brand increased, so did searches for competitor brands, reflecting a halo effect across the entire category. This was likely related to the creative's emphasis on the food, demonstrating a need for stronger brand cues.

Live Webinar

The companies will reveal initial findings from their joint initiatives along with insight from specific case studies in a webinar entitled “Just Married! What consumers Say and what they Do after online ad exposure” on July 29 at 2 p.m. ET.

To register for the live webinar visit http://compete.na3.acrobat.com/justmarried1/event/event_info.html

Contact:

Dynamic Logic / AdIndex Connects
Michelle Eule
(212) 844-3725
michelle@dynamiclogic.com

Compete
Kyle Johnson
(617) 933-5713
kjohnson@compete.com


***
About Dynamic Logic: Dynamic Logic (www.dynamiclogic.com) is a leading global research company specializing in media and marketing effectiveness. As a pioneer in digital ad effectiveness, Dynamic Logic now measures the branding impact of campaigns across 27 digital platforms. By leveraging world-class expertise on brand building alongside digital insights from unparalleled normative databases of online, mobile and cross media studies, Dynamic Logic continues to be a leading source to advertisers, agencies and media companies seeking to maximize ROI in an ever changing marketing landscape. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP.

About Compete, Inc.: Compete, a unit of TNS media, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading marketers such as Carlson Hotels Worldwide, Hyundai Motor America, Upromise, Chrysler, and Verizon Wireless rely on Compete's services to create effective online experiences and highly profitable advertising campaigns. Compete's online behavior database - the largest in the industry - makes the web as ingrained in marketing as it is in people's lives. Compete was founded in 2000 and is located in Boston, MA, with offices throughout the U.S. For more information about us, please visit http://www.competeinc.com /, or to join the conversation visit http://www.compete.com/

About TNS Media: Established in more than 30 countries, TNS Media explores all the media - print, radio, TV, Internet, social media, cinema and outdoors worldwide, 24 hours a day, seven days a week, and offers a full range of insights, analyses and audience measurement services.

TNS Media combines the deepest expertise in the industry to provide media and marketing intelligence including advertising expenditure monitoring, advertising creation monitoring, audience measurement, market influence analytics, online consumer behavior tracking, news monitoring, sports sponsorship evaluation and more. The TNS Media companies track more than 3 million brands and provide vital market intelligence to 16,000 customers in the world. http://www.tnsmediagroup.com

All logos, company and product names may be trademarks or registered trademarks of their respective owners.

About Kantar Group: The Kantar Group is one of the world's largest research, insight and consultancy networks. By uniting the diverse talents of more than 20 specialist companies – including the recently-acquired TNS – the group aims to become the pre-eminent provider of compelling and actionable insights for the global business community. Its 26,500 employees work across 80 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit www.kantargrouptns.com

Contact Information:
Gretchen Bender
For Compete
617-275-6526
gbender@greenoughcom.com

Michelle Robertson
For Dynamic Logic
646-279-5775
michelle@kerlancomm.com

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