Online campaign-management firm MatchLogic Inc. last week announced that it has launched a service called TruEffect, which lets its marketer clients perform direct marketing tests on banner campaigns.
According to MatchLogic, a firm that acts as a centralized online ad service bureau, TruEffect monitors ads as they're served along with the marketers' the sale “thank-you” pages to track consumer action within an advertising campaign across the Internet in “near real time.”
Consequently, MatchLogic said, marketers can test the trade-off effects of using various types of graphics and offers in their online ad campaigns.
“Brand and direct marketers alike can now implement traditional media testing techniques on the Web and receive feedback within days rather than months,” said Pete Estler, president and CEO of MatchLogic, Louisville, CO. He added that TruEffect will enable “marketers to know exactly what their ad burn rate is with each customer and focus their buys and creative styles on the sites that provide the highest ROI.”