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ComScore introduces ad measurement tool that goes beyond clicks

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Reston, Va.—Internet marketing research company comScore has released a new online advertising effectiveness tool designed to measure a range of quantifiable impacts on Internet users that go beyond simple click-through rates.

ComScore's Brand Metrix database service measures brand awareness, attitudes toward the brand, purchase intent and incremental purchases.

Exposure to an online display ad can produce a 65% increase in visits to advertiser Web sites in the first week, and a 46% lift over a four-week period following exposure to an ad, the company said. Search behavior and sales also rise significantly.

The company concluded that gauging click-through rates alone is not an adequate measurement of the impact of an online campaign on attitude and future behavior.

—Christopher Hosford

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