Microsoft and comScore are teaming up to create a new digital ad planning tool. Dubbed the Reach and Frequency Planner, the tool will enable advertisers to predict reach, frequency and audience composition at the ad placement level. Audience measurement will combine ad serving data from Microsoft with demographic information from comScore.
After the ad is placed, tracking will be enabled to see how closely the end result reflected the prediction.
Ultimately, the Reach and Frequency Planner is designed to measure branding efforts in digital advertising.
“The perception that traditional branding metrics are not possible or meaningful for digital media is misguided,” said Scott Howe, corporate vice president of the Advertiser and Publisher Solutions group at Microsoft. “We believe online advertising won’t maximize its appeal to brand marketers until the basic metrics they’ve relied on for years are available in digital media plans. This requires the cooperation of digital publishers and panel measurement organizations, which our collaboration with comScore will accomplish.”
One aim of the tool is to help which demographic opportunity is best. If you’re reaching women aged 18-34, will an opportunity to get 10 million impressions on one group of placements perform better or worse than another group that gets 5 million? The tool will help you decide. In the end, this should help advertisers with budgeting issues as well.
“Brand advertisers need the ability to evaluate reach and frequency by audience composition in ways that are actionable and accountable,” said Gian Fulgoni, comScore chairman and co-founder. “Current online reach and frequency metrics are typically computed at the site level. Measuring reach and frequency at the ad placement level is more precise because it shows the reach of the ad campaign that can actually be achieved, the true potential frequency and the specific demos of that audience.”
All of this will help digital marketers gain street cred with execs who are attached to traditional advertising measurement methods.
” This new hybrid approach to digital media planning offers the granular campaign-level analysis and streamlined planning capabilities upon which brand advertisers have long relied in the traditional media environment,” added Fulgoni.
The Reach and Frequency Planner will immediately open to a closed beta.