LOS ANGELES–WebConnect, list firm Worldata's banner-ad placement arm, debuted BrandROI at the DMA net.marketing Conference & Exhibition here yesterday.
The service measures the return on investment of branding by tracking Netizens who see banners but delay making purchases, the company said.
“When individuals visit a site, they see banner advertisements or particular products that may interest them. Many times, these advertisements are not clicked on,” said Jay Schwedelson, founder of WebConnect, Boca Raton, FL. “The next day, that same individual is back on the Internet and he decides he wants to buy the product he saw in the banner advertisement. WebConnect's BrandROI can now track these results in real time. BrandROI will allow advertisers to further understand how sales are generated and what effect brand is having on the bottom line.”
WebConnect is offering the BrandROI service free to customers.