NEWS16 April 2010

Crowd Science expands into online ad effectiveness research

Data analytics North America

US— Crowd Science is expanding its business from web audience profiling into campaign effectiveness measurement, with web publishers Everyday Health, Blog Her and Halogen Network signing up as charter users of the new service.

Like its Audience Profiler application, Crowd Science’s new Campaign Profiler takes a sample of a site’s visitors and serves them with a questionnaire.

In its most basic form, the surveys are used to determine whether an ad campaign has reached its target audience. The next level up adds test and control methodology to measure basic brand metrics like recall, usage and loyalty, while the full-service offer also includes creative and message recall, brand testing and attribute testing.

Crowd Science is launching the service at next week’s Ad:Tech event in San Francisco. The company says it is making Campaign Profiler available for a flat fee of $5,000 a month with no limit on the number of campaign studies that can be fielded. The quoted figure covers the first two service modules as outlined above. The full-service offer is priced separately.

“We believe that more ad research, not less, is best for the industry,” says CEO John Martin, a former ComScore software architect. “The online advertising ecosystem is getting more challenging by the day with mobile, social media and new platforms. Expensive, hard-to-deploy campaign effectiveness solutions handcuff publishers and advertisers alike by limiting their visibility into what is working and what is not.”