ADI for Online Ad Measurement

In an interesting follow-up to my last post, Marketing Evolution and InsightExpress today unveiled a joint initiative to make the effectiveness of online advertising more comparable to traditional media.

The approach - dubbed ADI because it combines elements of Insight Express' Ad Insights and Marketing Evolution's I GRPs - mixes pre-testing of the creative component of online ads and the ongoing tracking of online campaign ad effectiveness with new data for estimating the reach and frequency of online advertising campaigns.