DoubleClick Inc. has handed control of its Ad Effectiveness research service to online marketing research firm Dynamic Logic, which will become the exclusive provider of research for DoubleClick. In exchange, DoubleClick will receive a 10 percent stake in Dynamic Logic, with an option to acquire more of the company at a later date.
Dynamic Logic plans to evaluate DoubleClick's Ad Effectiveness service and will integrate it into its AdIndex service. Ad Effectiveness is part of DoubleClick's Diameter research division.
DoubleClick's agreement with Dynamic Logic allows it to concentrate on its technology offerings, which have had a positive effect on DoubleClick's bottom line. The company's Diameter division will continue to offer media planning tools through DoubleClick's @plan unit and reporting through its DART for Advertiser ad server. DoubleClick also will continue providing data to clients about Web site audiences through a reseller deal with panel-based research firm comScore Networks.
The AdIndex service lets Dynamic Logic's clients measure such metrics as brand awareness, message association, purchase intent and brand favorability. Both AdIndex and DoubleClick's Ad Effectiveness use pre- and post-exposure surveys to test a campaign's creative, formats, frequency, brand impact and return on investment. Ad Effectiveness also relies heavily on DoubleClick's ad serving technology to study a campaign's effectiveness.
“This transaction allows us to concentrate on our technology-driven research and planning tools,” said Doug Knopper, vice president and general manager at DoubleClick's Diameter division.
Both companies said that with this deal, they hope to create an industry standard for measuring online advertising's effectiveness.