AdValue's AdAnalyse system offers clients online targeting and tracking software. The company says it measures more than "click through'' rates on banner ads. It says its technology records what happens after a user clicks on a banner ad, tracking their progress and particular actions on a client's Web site.
AdValue (www.advalue.net) promises that its clients will know what categories of Web sites and which ads generate the greatest conversion rates, regardless of click through rates.
"For too long, the U.K. media planning industry has focused on clickthrough rates as a measure of campaign success. Placing some banners and hoping for a good click through rate is no longer enough. We believe that having specific objectives in mind is the first step in effective online advertising. The second step is continuously measuring the cost of achieving those objectives and adjusting campaigns accordingly,'' says Jonathan Moor, AdValue U.K. managing director. "For the first time, U.K. marketing managers will be able to demonstrate a quantifiable return on investment for their online spending.''
Copyright November 1999, Crain Communications Inc.