Dynamic Logic Creates Benchmarking Database
Targeting advertisers, agencies and publishers, MarketNorms lets users analyze and benchmark a campaign's effectiveness to overall averages, plus within particular groups like ad format, target audience or industry. It also can be used as a pre-campaign tool to set goals and strategies for tailoring campaigns.
British Airways, Schering Corp. for its Clarinex allergy drug and Starcom MediaVest Group are using MarketNorms.
MarketNorms Version 1.0 has data from 5,025 ad units and 489,829 respondents. It comprises metrics like brand awareness, message association, brand favorability and purchase intent. More metrics will be added later.
Dynamic Logic said the database allows inquiries across audience demographics, vertical category and ad format, among others.
The database covers variables such as optimal frequency, what works best with which target audience, the relative effectiveness of varying ad formats and their impact as well as creative considerations.
This version has third-quarter data and will be updated quarterly. It will be sold as a syndicated service for registered users to look at their own data and the overall MarketNorms dataset.