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Press Releases
November 19, 2009

Dynamic Logic Launches Optimization Tool, Delivering Real-Time View of Online Ad Campaign Performance

“Adometer” Gauges Initial Breakthrough, Enabling Creative and Media Changes to Be Made While Campaigns Are Still Live

New York, November 19, 2009 – Millward Brown’s Dynamic Logic, the leader in measuring digital advertising effectiveness, announced today the launch of Adometer™, an optimization tool that gives advertisers an early indication of a campaign’s performance. The tool is based on real-time measures of “breakthrough” including how memorable an ad is and whether the target audience is being reached. Adometer’s attitudinal measures offer an alternative or enhancement to traditional online tools that optimize based on click-through or lead generation alone, which can often provide a misleading picture of a branding campaign’s true impact.

“With Adometer, clients now have a reliable decision-support tool for making creative or media changes while a campaign is still live,” says Michelle Eule, Managing Director, AdIndex Solutions for Dynamic Logic. “While many factors play a role in campaign effectiveness, breakthrough is critical, especially when brand-building is an objective. By providing a real-time indication of whether or not a campaign is breaking through, advertisers can make necessary changes early on, before impressions are wasted.”

Adometer works by launching a short survey that appears directly within the frame of an advertisement. Results, which are delivered in an easy-to-use online interface, can be filtered by target audience or other audience segments, providing more granular insights over other solutions that offer single-question surveys.

Below are examples of the types of actionable insights Adometer provides:

Click to view larger image

“In many ways, clients have their hand on the optimization trigger, so to speak, and they are looking for a reliable tool that can either confirm their advertising is working, or give them the insight to know what to change,” commented Jean Robinson, President of Dynamic Logic. “We believe Adometer will be a welcome addition to the market.”

Adometer can be used as a complement to Dynamic Logic’s more thorough, in-market measurement solutions.

About Dynamic Logic

Dynamic Logic (www.dynamiclogic.com) is a leader in providing advertising effectiveness insights across all digital platforms and the broader media mix. As a Millward Brown company, Dynamic Logic offers advertisers, agencies and publishers the unique combination of world-class expertise on brand building and media coupled with normative insights from its database of thousands of digital campaigns, the largest in the industry. Founded in 1999, Dynamic Logic pioneered online ad measurement and has grown with the digital age, developing innovations across 27 digital platforms and establishing specialty practices in cross-media, social media, mobile, gaming and custom solutions. Responding to an industry need for data integration, Dynamic Logic established DLConnects™, a suite of solutions that provides clients synthesized insights from multiple sources including attitudinal, post-view behavioral, sales and tracking data.

Press Archive

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European Press

Dynamic Logic Announces Initial Performance Averages for Mobile Branding Campaigns., 28-AUG-08

Greystripe Mobile Display Ads Demonstrate Branding Impact of Mobile Advertising ., 28-APR-08

Millward Brown and Aerodeon conduct first research project to measure effectiveness of mobile phone advertising., 08-OCT-07