NEWS11 October 2012

Legolas and GfK partner on advertiser survey offering

Features North America

US— Audience buying firm Legolas Media has partnered with GfK Digital Market Intelligence to add survey-based brand research to every ad campaign bought through the Legolas Marketplace.

Customisable multi-question surveys will focus on brand-defined areas of interest, such as brand awareness, purchase intent, favourability, and likelihood to recommend.

Based on user response, Legolas says marketers will then be able to evaluate and optimise their targeting strategies while in-market.

“We continually look to address the needs and desires of brand marketers, and improved branding metrics and optimisation are high up on that list. This will shed light in this area, and improve and validate advertisers’ efforts,” said Ran Cohen (pictured), president of Legolas.