An audience verification tool created by digital measurement experts comScore is now available in Canada through a partnership with AOL Canada.
AOL Canada is offering “Campaign Essentials,” a campaign evaluation tool, to its advertising clients. While the tool has been part of comScore’s AdEffx reporting suite for advertisers in the U.S. since early last year, AOL Canada is the first publisher to bring it north of the border.
AOL’s Canadian clients now have access to reporting on online campaign reach and frequency for campaigns running on AOL’s properties. This includes full dashboard reporting and verified delivery by geography and demographics.
The benefit of having access to data within this tool, said AOL Canada director of research Andrew Consky, is that the media company can show its advertisers during a campaign—by day, by week, by month—who it is actually reaching and where those impressions were served.
“We can track number of unique viewers exposed to the campaign within their target audience, look at frequencies, GRPs—everything that allows them to connect online media to their traditional media in the measure that they’re used to seeing,” said Consky.
He added that internally, the tool allows AOL to optimize the campaign in real-time as it’s running “and therefore ensure that where clients have placement of their campaign, it’s actually delivering on their target.”
Post-campaign, AOL can deliver clients an extensive report, added Consky, so they can see what percent of their target was actually reached.
This is more specific data than AOL was able to deliver previously. “In the past, we had to rely on ad server reports to provide [advertisers] with proof of delivery, but what we couldn’t do was show them whether those impressions went against the targets they purchased.”
Five weeks of preliminary Campaign Essentials results from May 10 to June 15 show that AOL Canada properties over deliver on unique visitors (UVs) by 4% to 12% across targets, including adults 25-54, online visitors in Ontario and $100,000-plus households.
Campaign Essentials is available for campaigns that meet a minimum of two million impressions, said Consky.
