Atlas DMT Launches its GRP and Reach Forecaster 3.0; Atlas Product is Industry's Only Online GRP Tool to Use Methodology Endorsed by the Advertising Research Foundation.Business Editors & Technology Writers SEATTLE--(BUSINESS WIRE)--Dec. 9, 2002 New Version is a Stand-Alone, Desktop Application, Making it Even More User-Friendly for Media Planners Media Planner is a job title in an advertising agency responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending Atlas DMT See DSL. , an advertising technology provider and creator of the Atlas Digital Marketing Suite, announced today that it launched the Atlas GRP GRP Group GRP Group (file name extension) GRP Glass Reinforced Plastic GRP Gastrin-Releasing Peptide (biology) GRP Gross Rating Point (advertising) and Reach Forecaster 3.0, the latest version of the industry's first-ever Gross Rating Points (GRP's) planning tool for online media. The Atlas GRP and Reach Forecaster 3.0 dramatically simplifies the process of planning for an advertising campaign by enabling media planners to use industry-standard "offline" advertising metrics such as GRP's, Targeted Rating Points (TRP's), Cost Per Point (CPP cpp - C preprocessor. ), reach, and frequency when planning and evaluating online campaigns. The Atlas GRP and Reach Forecaster 3.0, now available as a stand-alone, desktop application, empowers media buyers to easily make apples-to-apples comparisons when determining the optimal mix of online and offline media buys. While the equation to calculate GRP's is well known, the difficulty to date has been in finding the necessary data to forecast online reach and frequency accurately. Atlas DMT developed its GRP and Reach Forecaster for online media by combining its proprietary third-party ad serving data with panel data from comScore Media Metrix, a leading provider of web site traffic and demographic data. By combining this data with site demographic composition data from comScore Media Metrix, the GRP and Reach Forecaster gives planners access to reach and frequency curves for over 400 publisher sites. The combined methodology has been endorsed by the Advertising Research Foundation as the optimal way to accurately forecast reach and frequency. To date, no other tool on the market uses the ARF-endorsed combined methodology. "The ARF Reach and Frequency Committee recommends a combined approach to developing reach and frequency estimates for online media," said David Smith, chairman of the ARF Online Reach and Frequency Committee. "We need both panel data and ad serving data to create an acceptable estimate of how reach and frequency play out in the online space. The Atlas GRP and Reach Forecaster 3.0 is a tool that integrates both types of data. It represents a significant step forward and merits serious testing and evaluation." The ability to evaluate online and offline advertising Advertising a Web site and its URL in traditional media such as radio, TV and magazines. Same as cross promotion. metrics side-by-side will allow media planners to better identify how much of their overall advertising budget should be allocated to online and how they can most effectively spend dollars to reach more unique visitors A count of how many different people access a Web site. For example, if a user leaves and comes back to the site five times during the measurement period, that person is counted as one unique visitor, but would count as five "user sessions. online. "The GRP and Reach Forecaster 3.0 was developed in response to the needs of our agency clients," said Tom Sperry, president of Atlas DMT. "We listened to their request for an easy-to-use tool that allows them to compare and evaluate online with the rest of the marketing mix upfront in the planning process. Media planners are now able to better position online advertising as a compelling part of the marketing mix to their advertising clients." For more information about the Atlas GRP and Reach Forecaster 3.0, please call 1-866-285-2736, or go to www.atlasdmt.com. About Atlas DMT Atlas DMT is an advertising technology provider and creator of the Atlas(TM) Digital Marketing Suite 3.0, the industry's first end-to-end, fully integrated ad serving and campaign management platform built by and for marketers. With more than 50,000 campaigns to its credit, the Atlas Suite helps advertising agencies and other marketing professionals deliver efficient, profitable digital marketing programs. The Suite manages online media planning, buying, ad serving, analysis and optimization, with four integrated modules: Atlas Media Console, Atlas Creative Management System, Atlas Delivery and Tracking Services and Atlas Analysis and Optimization Engine. Atlas DMT's patent-pending analytics architecture -- Web Analysis Results Profiler (WARP) -- provides marketers with the depth and granularity they need to answer their most important marketing questions. WARP is just one of a long list of Atlas DMT innovations, including online ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). processing, behavior-based media planning, and online GRP and reach forecasting. Atlas Suite clients include Tribal DDB Tribal DDB is a worldwide network of interactive agencies, established in 2000, when the advertising giant DDB integrated all its interactive-web properties under the Tribal brand. , Foote, Cone & Belding and TBWA\Chiat\Day. Atlas DMT serves its clients from offices in Seattle, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , Los Angeles and New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , delivering the industry's most complete service and support. Atlas DMT is an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of Avenue A, Inc. (Nasdaq:AVEA AVEA American Veterinary Exhibitors Association ). To learn more, please visit www.atlasdmt.com. |
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