The Benefits of Advertising Tracking to Exceptionally Large Advertisers (and how it can work for you)

Today's Wall Street Journal has an article 'Measured
Media' Lose in Spending Cuts that shows just how important
understanding the value of each advertisement placed is to the bottom
line of any business.

According to the article, while the ad
spending market in the United States increased last year by 4%, the top
50 advertisers cut their spending on TV, Print and Internet ads by
1.5%. What do all of those ads have in common? They are ads featured in
media that has spent a good deal of time defining their audience. The
non-measured areas of the advertising marketplace continue to grow, if
only because the measured areas are showing that their potential
audience is shrinking.

These large businesses - think Proctor and Gamble,
GM, Disney - are finding that because data shows that the audience is
moving away from television, newspapers and banner ads that their
advertisements need to move as well. The problem though, is that the
ads themselves are still just as unverifiable in measured environments
as they are in unmeasured environments.

That's where information
can sneak up behind you and bite your business in its comfort zone:
Chasing audience is the shotgun approach. Hoping that by going after
anyone between the ages of 18 and 35 you'll get enough of a response to
justify youradvertising budget is chancy. Instead, if the ads presented
to any audience can be independently tracked and monitored, the
advertiser can choose more targeted media, and create more compelling
messages.

The big guys are halfway there. They realized that the
ads they were putting out weren't as effective as they'd like. Their
mistake was not in looking for the growing audience, but in looking for
the kind of audience that would respond to their ads.

If only they stopped by AdSymetrix. They'd be able to track every ad they place and know the best ways to reach their customers.