Flycast Communications Corp., San Francisco, a Web-based direct response advertising provider, has introduced a new software program this week for measuring creative performance across a broad audience of direct marketers, e-commerce advertisers and media buyers at interactive ad agencies, that should help them to discover which banners perform best, and therefore where to spend to maximize ROI.
The product, AdLab, tests banner performance and provides a baseline of response against which to measure the ROI increase from campaign optimization.
It comes in two testing environments: Aadvertisers can either measure performance across the entire Flycast Network, or just specific categories. After a 7-day period of testing, advertisers receive a report highlighting the creative strengths and weaknesses, click rates in the top ten categories and a FlyIndex, results of banner performance relative to other banners in the same category.
The company also gives customers follow-up analysis from media consultants within its organization.