DigitasLBi and SimpleReach are creating the NewFronts Brand Content Index, which is designed to help brands figure out if their ads are making an impact in the digital space. The companies made the announcement on Thursday afternoon at the DigitasLBi NewFronts in New York
"In a world where everyone wants to be cutting edge, no one is willing to be first. They want to be trailblazers, but they want to see how everyone else is doing," Anne-Marie Kline, DigitasLBi svp of social content, told Adweek at the event.
The companies touted that the system will show brands how their pageviews, shares, traffic from social, time spent, unique viewers (reach) and other categories compare across the online sphere. It will hopefully give marketers a way to see if their campaigns are actually working, a common grumbling across the space.
Kline pointed out that marketers' competitors online aren't just brands in their specific category—but everyone else on the Web. For example, shoe retailers compete against House of Cards on Netflix, Pharell's "Happy" song and the latest Call of Duty from Activision, she said. While the system will allow brands to narrow down their results to specific guidelines, it won't limit them to specific cateogories.
"The system is going to show you how your brand content is doing across other content in the Web," she explained.
The program will be available exclusively to DigitasLBi clients through 2014, after which it will be open to all brands. A handful of companies have already signed up, but no one was confirmed to talk about their deals.
The Manhattan-based digital agency, which conceived the idea of the NewFronts, has been dominant at this year's event. Prior to its presentation, it announced it would sponsor AOL's Zoe Saldana executive-produced series My Hero and that it would be the first agency partner for Google Preferred.