Marketers and agency media strategists have long used DoubleClick's DART ad monitoring tool to track the effectiveness of online programs. But the product is limited in its ability to track important metrics related to a consumer's interaction with rich media ads.
DoubleClick addresses some of those limitations with the launch of DART Motif, a product that will allow marketers and agencies to monitor 30 different kinds of interactions with rich-media advertising, thereby offering a more sophisticated reading of the performance of an interactive program.
"The goal is to make the process of tracking and deploying [online advertising] much more efficient," says Doug Knopper, VP-general manager, online advertising solutions, at DoubleClick.
Among the 30 audience interaction metrics Motif monitors: ad interaction time; number of interactive impressions; average time each ad was displayed; number of completed downloads of an ad vs. total initiated downloads; and exit links.
One of the interaction metrics reflects the emergence of streaming media in Web advertising. The "Load Movies" metric tracks how consumers interact with movie trailer-style video content that can be viewed without leaving the original ad.
"The challenge has always been how do you take an online advertisement that doesn't lead to an online sale, and how do you deal with that?" Mr. Knopper says. "If I'm Unilever and I'm selling Snuggle, and I have no idea what an ad online or offline will do for a sale, I can do something to measure branding impact. I know how many people have seen the ad, how many people interacted with the Snuggle ad, how long they spent, if there was a movie in the ad and how long did people watch it. These metrics can be used as predictors."