Eyeblaster Offers Branding Metrics Product

NEW YORK Eyeblaster has introduced a new research product designed to measure basic branding metrics, such as ad awareness and brand preference, for online advertising campaigns.

The New York-based company, which provides online advertisers and publishers with technology to create, deliver and manage ad formats, teamed with research firm Dynamic Logic to develop the product, called Eyeblaster Brand Test.

Using tools from New York-based Dynamic Logic, marketers are able to create, view and launch their own branding effectiveness tests within Eyeblaster’s rich media ad platform. In addition to ad awareness and brand preference, advertisers will also be able to measure brand awareness, message association and purchase intent.

“More and more of our clients ask us for quantifiable data on the performance of their rich media branding efforts,” noted Heidi Browning, director of media at Omnicom Group’s Organic, adding that the new product will offer such data without the need for third-party help or analysis.

Eyeblaster said that a financial services firm, an entertainment cable network and some packaged-goods companies would be launching brand tests shortly. The company declined to disclose the names of those marketers.