ComScore has launched its two-year-old online measurement tool AdEffx Campaign Essentials in Canada, with AOL Canada signing on as its first publisher client.
First introduced in the U.S. in 2009, the AdEffx tool features an interactive dashboard that allows for both real-time daily reporting of campaign demographics as well as traditional post-buy metrics such as reach, frequency and GRPs.
“Validating the target group delivery and return on investment for digital display, classified and video advertising is paramount if the industry is to continue to grow and ultimately challenge [television]” said Brent Bernie, comScore Media Metrix Canada president, in a release.
Canadian advertisers spent $2.2 billion on online advertising in 2010, placing it behind only TV in terms of advertiser investment.
AdEffx will work in combination with comScore’s verification and optimization service AdXPose (which the company purchased last week for US$22 million).
Karl Flanders, vice-president of media at Saatchi & Saatchi Canada, said that Campaign Essentials enables clients to glean new insights into digital marketing strategies, allowing agencies to more clearly demonstrate the reach of campaigns aligned with the demographic target.
“A better understanding of who we’re able to reach online is critical to making intelligent media buys,” said Flanders.
