Releases Results From Ad Program

NEW YORK this week released initial results from its money-back guarantee advertising program that showed a lift in the brand metrics measured.

The program, which started last September, stipulates that the online publisher will reimburse any advertiser that commits to spend at least $100,000 over 60 days on the site if they do not see a statistically significant boost in their brand metrics [IQ Daily Briefing, Sept. 5]. Some of the charter advertisers that participated in the program include AT&T, Samsung, Acura, LG and BearingPoint.

Aggregated results show an increase in each of the four brand metrics measured by third-party online research firm Dynamic Logic: message association (28 percent), purchase consideration (14 percent), aided awareness (11 percent) and brand favorability (6 percent).