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Net gains from Media2india's two new tools
Lalitha Srinivasan
Mumbai : In a bid to gauge the effectiveness of online ad campaigns,Media2india, an integrated online marketing solutions company, has recentlylaunched a measuring tool called Ad Gauge. According to Media2india chiefexecutive officer Mr Pankaj Sethi, Ad Gauge, Media2india's advertisingresearch product is designed to provide advertisers and marketers withmetrics beyond click-through, to measure the total impact of onlineadvertising.In addition to the launch of Ad Gauge, Media2india has also introducedRichNet-a network of sites that support Rich Media advertising- advertisingthat has graphics, animation, visuals and sound. Says Mr Sethi: "RichNetalso provides solutions for advertisers looking to maximise the power of theInternet and looking beyond the simple metrics of banner clickthroughs."On the launch of Ad Gauge, Mr Sethi explains that it quantifies theattitudinal impact of an online banner advertisement. According to Mr Sethi,Ad Gauge delivers precise measurements of ad effectiveness on four differentlevels which include: Impact of the creative on brand awareness and brandperceptions/image
The likelihood of consumers placing the advertisers' products in theirconsideration set
Increase in the likelihood that someone will purchase your productswhen the need arises
Association between your products and an image, sound, or taglineMr Sethi opines that interactive media is an effective communications mediumyet most advertisers and publishers rely solely on click-through whenevaluating the effectiveness of online advertising. "However, advertisersare frustrated with declining click-through rates and consequently have beenlooking for new ways to assess the effectiveness of their online advertisingcampaigns," adds Mr Sethi. The pop-up methodology is now being used globallyto measure online ad effectiveness.Mr Sethi believes that Rich Media ads get more noticed, communicate betterand also improve the level of click. Owing to a visual appeal similar totelevision advertising this form of advertising creates involvement andinterest in the user. Hence, RichNet, can be used effectively by advertisersto maximise their communications delivery by:
Integrating campaigns across TV and the Internet Communicating complex brand messages including personality, image andstyle
Driving integrated promotional campaignsEstablishing the brand as cutting-edge and innovative
Increasing user involvement
Obtaining action, CTRs for these kinds of ads have been found to rangefrom 4-10 per cent internationally
According to Internet gurus, studies show that the Internet plays a rolebeyond immediate click-throughs. Apart from branding, it assists in brandconversions long after the banner has played out. Advertising units thatallow greater creative freedom and flexibility aid effective and powerfulbranding and ultimately also lead to higher response rates.
According to the latest Nasscom study (January 2001), the Internet has grownto more than 5.5 million users in India. It is increasingly acknowledgedthat effective advertising requires looking at measures beyond Click-ThroughRates (CTRs) on banner advertising.Media2india currently offers advertisers the option of both Rich Mediabanners as well as Rich Media pop-up windows. Media2india has signed up withWeb publishers accounting for more than 30 million Page Views as part of theRichNet network. Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
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