Products: Web Audience Measurement

The budgets for advertising on digital channels are growing steadily. But out of 10 million paid ad impressions, 5 million are demonstrably ineffective. There are many reasons for this – the lack of visibility of the advertising in the browser, fraud by bots (so-called ad fraud) or failure to reach the target group can limit the efficiency of the online campaign. Traditional cookie tracking is not sufficient to identify these problems and deliver valid performance data of an online campaign. This is where our “WAM–Web Audience Measurement” comes in, which LINK offers in cooperation with Meetrics, a leading company in the field of ad verification. It shows our customers whether their online advertising has reached the intended target group and provides further campaign KPIs at a glance.

Better insights by combining online campaign tracking and the LINK Internet Panel

By means of online campaign tracking, not only the playout but also the visibility of the advertising media is measured. By linking this data with the socio-demographic information of the participants in the LINK Internet panel, it is possible to find out how well the campaign reached the target group in which rankings. In addition, these data allow advertising impact measurements – surveys can be used to determine the brand impact of a measured advertising campaign of the panellists.

Your benefits at a glance:

Dashboard

WAM delivers the results of all campaign KPIs in a clear dashboard – in real time.

Viewability Check

The “Viewability” gives information about the visibility of ads. Benefit from greater effective coverage through more effective advertising placements and identify potential savings in media purchasing.

Audience Verification

WAM validates whether the campaign has really reached the target group and provides key figures to avoid wastage.

Brand Safety

WAM shows which placements are not brand compliant (brand safety) and therefore need to be eliminated.

Fraud Prevention

WAM identifies whether the online advertising was played via so-called “bot traffic”. We identify various “fraud types” and uncover black sheep.

Cross-Media Analyses and Measurement of Advertising Impact

The integration of further advertising channels (TV, print) makes cross-media analyses possible. The impact measurement of central KPIs such as brand awareness, image or consideration shows you how well the advertising works.