DPAC 2010 Best Advertising Network Innovation Finalist: Collective

publication date: Nov 27, 2010
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Collective

Brand: Collective Audience Engagement Monitoring

Executives Involved: Joe Apprendi, CEO
Jerome FitzGibbons, EVP
Chris Putnam, Chief Architect
Jennifer Morgan, COO
Jason Bigler, Senior Vice President, Product Management & Strategy

Brief: Collective, a leading media and technology solutions company for online display advertising, this year added universal engagement reporting capabilities to its feature set.  The new features enable advertisers and agencies to measure and report on user engagement for every display ad, not just the small fraction served by rich media companies.

Just because an ad isn’t clicked, doesn’t mean it’s not effective, it just means you are using the wrong metric. Today 99.92% of online ads don’t get clicked, so standardizing core metrics beyond click-through rate give advertisers a clearer understanding of effectiveness on all ad impressions This is a big win for advertisers and agencies who in the past could only get engagement data for a very small portion of their media buy. Traditionally, online advertising platforms have limited reporting metrics to impressions served and click-through rates achieved. With Collective’s AMP platform, users can now measure ad effectiveness based on exposure time and mouse-over activity.  It is also the only platform that can assess whether an ad is within the viewable portion of a user’s screen. 

"Being able to look at performance beyond just a CTR is the only way to advance the online industry forward,” said Mike Turcotte, VP, Media Director at Zenith Media. “With fewer overall people clicking, and less frequently, moving into user engagement metrics after exposure brings the true value of advanced targeting and can help justify the premiums associated with it.  Layering in engagement reporting with reach/frequency will help planners optimize into a value-based media buy".


Link to Your Creative Materials: collective.com


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