Online media tools advance

Aho Williamson, Debra
June 2001
Advertising Age;6/18/2001, Vol. 72 Issue 25, pT6
Trade Publication
This article reports on the online media planning services offered by companies for media buyers in the U.S. Avenue A, for example, spun off its technology division into an operating unit, Atlas DMT. It hopes to sell its proprietary software for managing media planning and buying to other advertising agencies and to marketers. OgilvyOne, the marketing services of WPP Group's Ogilvy & Mather, is developing tools for online media planning and buying, and may consider marketing them as well, says Gerard Broussard, senior partner and director of media analytics. One tool being prototyped would help media planners model an optimal online media schedule based on historical data and advertising response. The need for such tools is obvious. Online advertising is in the doldrums. Sales are showing, prices are falling and results are often mediocre. The average click-through rate for online advertising was 0.49% in May 2001, according to Nielsen/NetRatings. Proving the viability of the medium to reluctant advertisers takes more than placing a few advertisements on the top 50 Web properties. Some companies have taken steps to give media buyers advanced tools. DoubleClick in April 2001 launched Diameter, offering media-intelligence, audience-measurement and advertising-effectiveness services. On the other hand, Mediaplex automatically customizes advertising by linking to business data in real time.


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