Avenue A Introduces Custom ROI: Internet Ad Results Mapped to Business and Marketing Objectives.SEATTLE--(BUSINESS WIRE)--Oct. 26, 1998--Avenue A Media (www.avenuea.com), a leading Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the media agency, introduces Custom 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). (tm), the first return-on-investment-driven advertising service that accurately links Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. expenditures to a company's specific business and marketing objectives. Internet advertisers will now have the ability to eliminate the guesswork associated with ad performance based upon CPM (1) (Critical Path Method) A project management planning and control technique implemented on computers. The critical path is the series of activities and tasks in the project that have no built-in slack time. (cost-per-thousand impressions), click-throughs or other popular, but less-than-meaningful measurements. "Custom ROI is your ROI," notes Mike Galgon, Avenue A's president. "We help our clients articulate articulate /ar·tic·u·late/ (ahr-tik´u-lat) 1. to pronounce clearly and distinctly. 2. to make speech sounds by manipulation of the vocal organs. 3. to express in coherent verbal form. 4. the ROI metrics metrics Managed care A popular term for standards by which the quality of a product, service, or outcome of a particular form of Pt management is evaluated. See TQM. that matter most and track them. For example, sales are certainly important, but building brand awareness or getting the company's brochure into a prospect's hands may also be critical measures of success." Consultancy and Proprietary Technology Avenue A's Custom ROI solution is twofold: 1) Its ability to analyze corporate marketing objectives and translate them into a company's unique ROI measurement criteria, and 2) the use of integrated, proprietary applications to plan and optimize optimize - optimisation ad campaigns. -0- For example: ---------------------------------- ----------------------------------- If your campaign objective Your Custom ROI measurement is to: would be: ================================== =================================== Increase online sales Cost/transaction ---------------------------------- ----------------------------------- Build brand image Cost/visitor ---------------------------------- ----------------------------------- Generate richer leads Cost/lead ---------------------------------- ----------------------------------- Build loyal visitors Cost/return visitor ---------------------------------- ----------------------------------- Educate consumers Cost/information request ---------------------------------- ----------------------------------- Broaden message reach Cost/unique visitor ---------------------------------- ----------------------------------- Maximize message frequency Cost/visitor w/frequency ---------------------------------- ----------------------------------- Rapidly propagate messages Unique visitors/day ---------------------------------- ----------------------------------- Integrated Evaluation Business models and marketing objectives are not one-dimensional one-di·men·sion·al adj. 1. Having or existing in one dimension only. 2. Lacking depth; superficial. one-dimensional Adjective 1. having one dimension 2. . Instead, marketers seek to simultaneously achieve multiple objectives. Custom ROI acknowledges this through its Conversion Indexing System(tm), a process which weights a client's multiple marketing objectives and facilitates rapid evaluation across web sites. Three integrated applications make Custom ROI possible: 1) SCOPE (Strategic Campaign Optimization optimization Field of applied mathematics whose principles and methods are used to solve quantitative problems in disciplines including physics, biology, engineering, and economics. and Planning Engine); 2) the central ad serving system; and 3) an integrated data warehouse. This solution enables Avenue A to collect information about its clients' customers from the first time they see or hear an ad, to their arrival at the advertiser's web site, to the moment they purchase, request information, or carry out other actions mapped to the advertiser's business objectives. In addition, Custom ROI respects users' privacy throughout the entire process by ensuring complete anonymity. About Avenue A Media Avenue A Media (www.avenuea.com) offers online advertisers media planning, buying, serving and reporting services. Leveraging proprietary technology, Avenue A collects real-time 1. real-time - Describes an application which requires a program to respond to stimuli within some small upper limit of response time (typically milli- or microseconds). Process control at a chemical plant is the classic example. , Custom ROI(tm) metrics for its clients' campaigns, then rapidly optimizes to emphasize the most effective ads and web sites. Both its media planning and ad serving systems generate data for advertisers, enabling both systems to "learn" from every ad served. Founded in 1997, Avenue A has offices in Seattle, 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 and Chicago. |
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