Google debuted a tool that measures the impact of brand awareness on online display ad campaigns this month.
Called Campaign Insights, the platform compares two groups of Internet users, those who have been exposed to the ad and those who have not. It then measures the difference in searches and site visits of the two groups to identify the impact of the ad.
“We’re focused on improving display advertising on the Web, and as a part of that goal, we’re working to give advertisers innovative tools to better measure the impact of their display ad campaigns,” said Paul Todd, product management director at Google, via e-mail.
In recent months, Google has tried to streamline the buying and selling of banner ads. In September, the company debuted the DoubleClick Ad Exchange, which lets publishers list their unsold ad inventory for networks to buy.
“We think Campaign Insights fits in well with other methods of display measurement and provides marketers with more accountability for their display campaigns,” added Todd.
The Campaign Insights tool is in beta for select advertisers using Google’s ad network. A Google spokesperson said that the company does not have a date scheduled for the complete launch.