Ad sales firm real Media is aiming at traditional advertisers with a technology designed to test the brand effectiveness of online ad campaigns using more than the click-through rate as an indicator.
The company said brand impact was as crucial for internet advertisers as it was for bricks and mortar advertisers. Ad Insight uses pop-up questionnaires designed by market research firm Taylor Nelson Sofres Interactive to monitor users' recognition and perception of the brand.
Both consumers who have seen the ad as well as those who have not will be surveyed.
Gabriel Hughes, research analyst at Real Media said : "Return on investment is ignored when brand impact is ignored. For bricks and mortar companies, maintaining consumers trust through their brand is central and it's a long-term relationship with customers."