Burt to release free version of online ad reporting tool

LONDON - Burt, a software company co-founded by a creative director at Crispin Porter + Bogusky Europe, is to release a free version of its online campaign analytics product on 1 December.

The product, Rich, is aimed at creative agencies and has been incubated at Daddy, the Swedish creative agency which was acquired by Crispin Porter in June, becoming CP+B Europe.

Rich has used by Daddy since May for monitoring campaigns by a number of clients, including airline SAS and telecoms company TeliaSonera, with the payment model based on media volume.

Burt is changing the payment model to introduce a basic free version because it wants Rich to be as widely used by the industry as possible. It will charge for premium services such as media quality audits and campaign pre-testing.

The metrics available in the free version include whether an ad was placed in plain view, how long the ad was visible, how many people who saw it engaged with it and how many clicked through.

Burt's founders are Gustav Martner, who still works full-time as the executive creative director of CP+B Europe, and Gustav von Sydow, who now works full-time for Burt and was formerly a planner at Daddy.

Von Sydow said: "One of the most important insights we have from Daddy/CP+B is that most creative agencies [the good ones, at least] love technology - and metrics for that matter - so long as it's packaged to fit in with how they operate and their needs."