- The interactive advertising agency Profero has begun using an advanced tracking system to measure the effectiveness of the online advertising campaign it runs for its clients. The agency is measuring brand effectiveness rather than just click-through, and focusing on the way in which individuals react to an online campaign rather than reporting on this sites which carries the advertising.
Profero has been developing the cookie tracking system in-house over the last 12 months, and used it for the first time for its client CNN.com. By tracking cookies rather than web pages, the agency claims that it can track the individuals which the campaign is targeting, rather than just how many pages carrying the ad were downloaded onto people's browsers.
According to figures for the CNN ad campaign, the campaign had an overall response rate of 11 per cent, of which 5 per cent visited the home page and another 6 per cent visited at a later stage after having seen the ad on the web beforehand.
Wayne Arnold, campaign director of Profero, said: "We are constantly working to prove that the internet is a successful branding tool. In the coming weeks we will be introducing other data mining techniques to provide even grater analyses of user visitation habits."