Yahoo’s ad tracking service is an upgraded version than Google and Microsoft’s already existing ad tracking software which does compare advertisers’ online vis a vis offline advertising expenses like print, outdoor, radio, TV and other BTW promotions. The service is not free and comes with a price. Yahoo in conjunction with Marketing Management Analysis (MMA) unveils this new ad affectivity measuring service which is based on econometric analysis that uses statistics to create a mathematical model of marketing solutions. Zdnet informs.
Thrown into the mix, ideally, are several years’ worth of data points for all the factors that are likely to influence sales of a brand or product – including different types of ads and seasonality of items and competition – that can be used to create a predictive model of sales
John Nardone, chief client officer at MMA, a unit of London-based Aegis Group said, ‘As we are looking into 2006 we are seeing many of our clients planning to make very substantial increases in online ad spending. The demand for more insight into Internet advertising is there.”
Benefits of online advertising
1. Measurability: Know the other half that is wastage. Every click is recorded.
2. Information richness: Beyond tag lines/punchlines.
3. Rotation: Pull the ad if loosening impact (or whatever). New creative in old spot.
4. Ease of updating: Clients love CMS for no reasons.
5. Brand information: Focused, need of the hour, relevant and timely brand info
6. Data Collection: Who surfs what under what circumstances when, why and for how long.
7. Unlimited space: Unlike traditional media surfer gets unhindered space loaded with content.
8. Global exposure: Worldwide audience. Multilingual. Competitive advantage over challenging brands.
9. Target segment: Minimum spoilage. Demographics, psychographics, geographic more refined.
10. Customization: Textual, graphic, video streaming, all’s there. A la carte.
11. Effective CRM tool: Better relation with customers. 24*7 presence. No geographical boundary. Customer service is icing on cake.
12. Role playing: Web 2.0 helps.
13. Purchase made easy: Ad exposure and purchase response time decreases. Leads to impulsive buying.
14. Integration: Can be integrated with other traditional mode of advertising.
