Dynamic Logic AdIndex


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AdIndex ®

How does AdIndex work?
AdIndex is a tool that helps advertisers measure the effectiveness of their online advertising. We do this by collecting data about people's attitudes and comparing that information to advertising exposure data. The objective is to see if people who were exposed to online advertising feel or think differently than people not exposed to the advertising. This is essentially how we quantify the communications value of the advertising.

In order to compare the perceptions of people who saw an ad campaign and those who did not, AdIndex uses a piece of technology called AdScout, which is simply an HTML code that keeps track of advertising exposure information and JavaScript that allows the creative to spawn a pop-up survey invitation. AdIndex also uses online surveys to collect attitudinal data from online consumers. The AdIndex online results page stores algorithms and slices the data to calculate the effectiveness of the campaign in different ways. AdIndex allows advertisers, agencies and publishers to filter the data in many ways depending on what is most important to them.

Is AdIndex easy to implement?
Yes! To implement AdIndex, follow the four-step ABCD process: A for Activate, B for Banners, C for Create Surveys, and D for Data. AdIndex was developed by Dynamic Logic and has multiple patents pending.

What is AdScout?
AdScout is a technology invoked by a javascript tag that is trafficked with the creative used in an advertising campaign. It tracks the user's exposure to the creative and includes mechanisms to decide if a survey invite should follow. When that creative is delivered, AdScout is activated and writes a cookie including information regarding the creative, exposure frequency and exposure timing. AdScout stores no other information.

What is the methodology for AdIndex?
The methodology behind AdIndex is called "control/exposed." There are two groups of research respondents randomly surveyed online at the same time. One group is called "exposed" because they saw the ad campaign being tested. The other group is "control" because they did NOT see the ads being measured.

The two groups are recruited and surveyed in the same time period from the same media vehicles. By comparing their survey data and looking for any differences, we can attribute the differences to exposure to the ad campaign being tested. The "control/exposed" method is ideal because it controls marketing happening at the same time. Many advertisers run campaigns in multiple channels at the same time - TV, print ads, billboards in addition to the online campaign. Since AdIndex recruits the control and exposed groups at the same time, both have had an equal chance of seeing the ads in alternate channels. This means that the only difference between the groups is that one saw the online campaign. Any differences in the attitudes of the groups can be attributed to the online campaign.
AdIndex® Methodology - PDF

What is the difference in AdIndex Live and AdIndex Lab?
AdIndex Live is plugged into actual campaigns and provides metrics in real-time. We call this version AdIndex Live because it runs while the campaign is live (versus running before and after the campaign - also called a "pre/post"). In addition, we have developed another tool called AdIndex Lab that uses a controlled setting for ad exposure. Whereas AdIndex Live is meant to start when the actual campaign starts, AdIndex Lab can be used prior to campaign launch for pre-testing or even after a campaign has already started and is similar to an offline ad copy test. In AdIndex Live, the respondents are recruited from the sites where the advertising campaign is running and exposure information is obtained from the cookies set by AdScout code. In AdIndex Lab, the respondents can be recruited from variety of sources and are then asked to review web pages where the ad(s) are inserted.

What does "statistically significant" mean?
Statistical significance is a measure of probability. It tells you the odds that the results found in the research are "right". For example, if awareness was lifted at a significance level of 90%, this means that the odds are 90 to 10 that awareness was lifted among EVERYONE who saw the ad (remember that we only survey a portion of the people who see the campaign).

Since many marketers make decisions based on research results, they need to make sure the odds are VERY HIGH so that the results are projectable. AdIndex uses a minimum significance level of 90%. Anything less and the odds are too high that the difference between the control and exposed groups can be attributed to sampling error and not the ad campaign.

How should I interpret these results?
Interpreting research data is a lot like looking at mosaic artwork - lots of little points of data that can paint a bigger picture. Just as different people can see different things when they look at artwork, the same research data can also be interpreted in different ways. That said, there are some basic rules to follow when reviewing AdIndex results:

1) Look at the initial data for the big picture to see what is happening on the campaign overall. Look for anything that is statistically significant. Don't worry if you don't see anything on this top level. Many campaigns are not statistically significant at the campaign level.

2) Filter the results by your target audience, including demographics and category usage.

3) See what consumers said about the ads themselves. Use the direct feedback to help explain what the AdIndex numbers show.

If you have further questions, please contact a member of the Dynamic Logic research staff by calling 1-800-245-2455 or email info@dynamiclogic.com. What technical specs do I need to know in order to implement AdIndex? There are two versions of AdIndex: AdIndex Live, which runs from the start of the campaign, and AdIndex Lab, which can run before or after the campaign has started. To implement AdIndex Live, send the creative(s) to Dynamic Logic prior to starting the campaign. The campaign creatives will need to be tagged, which converts them to rich media. To recruit respondents who have seen the campaign, AdIndex Live uses pop-up windows that are spawned from the creative. We strongly recommend using pop-ups because they increase response rates and do not use up any inventory. If pop-ups are not an option (depending on the sites in the campaign), then banner ads can be used instead. The banner ads may require sequencing in order to recruit the necessary number of "exposed" respondents.

To implement AdIndex Lab, it is still necessary to send the creative to Dynamic Logic. This does not need to be done before the campaign starts, but will be needed in order to start AdIndex Lab. No other technical specs are required. Recruiting can be done either using recruiting techniques similar to AdIndex Live or through your own email lists.

For more information, please contact us at info@dynamiclogic.com