In an attempt to boost its value to advertisers, Juno Online Services Inc.
Monday will unveil a new tracking service geared to helping advertisers
understand the impact of their ad campaigns on Juno.
The service — dubbed Juno Brandmeter — does not take the traditional route
of measuring click-through rates. Rather it gives advertisers the ability to
analyze the levels of traffic from Juno subscribers to their Web sites
before, during and after each ad campaign run on the Juno service.
“When you see an effective TV commercial or magazine ad, it rarely makes you
go out and buy the advertiser’s product that instant,” said David
Jakubowski, Juno’s vice president of business development. “Rather, it makes
you more likely to do so thereafter. That’s the impact of branding, and it
works just as effectively online as off. The Juno Brandmeter enables
advertisers on Juno to measure the impact of their campaigns beyond the
immediate ‘impulse click-through’ and to market more effectively to Juno’s
millions of subscribers as a result.”
Brandmeter reports are available to all Juno advertisers and strategic
marketing partners. It will be a free value-added services for Juno’s large
partners — those who spend $50,000 or more. For smaller partners,
Brandmeter reports will cost an additional $1,000. There are additional fees
if the advertisers want to customize the service.
Because Juno is an ISP, it can track users’ IP addresses to see which sites
they visit. Before an advertising campaign begins, Juno tracks visits to a
partner’s site to establish a baseline. It then tracks visits to that site
during the advertising campaign and again after the campaign ends.
In one beta test, Jakubowski said Juno “saw the inventory increase somewhere
between 100 and 200 percent. After the campaign the traffic dropped, but it
was still 50 to 60 percent above the baseline.”
Jakubowski said that really shows advertisers the value of advertising
online, especially to traditionally offline firms wondering about the
effectiveness of online ads.
However, that doesn’t mean Juno plans to use Brandmeter to boost its
“Our ad rates our currently CPM based,” Jakubowski said. “We don’t intend on
increasing our advertising rates on this.”
Even though Brandmeter tracks Juno subscribers, Jakubowski said the firm in
no way compromises their privacy.
“No personally identifiable subscriber data is ever shared with an outside
party,” he said. “We never, as a matter of business, share personally
identifiable information without the consent of the specific subscribers.
This is a tool that just uses aggregate data.”
Brandmeter is just the first in a series of tools Juno plans to roll out to
improve the service for advertisers. The next tool — currently under
trial — will track the ads subscribers have seen and later survey them on
the particulars of the advertisement. Jakubowski said the survey tool will
give advertisers an even clearer picture of the accuracy and retention of
advertising on the Web.
“This is the first step for an Internet company in moving towards tools and
measurements that really address the branding effectiveness of online
advertising,” he said. “Juno is trying to be progressive in our attempts to
meet the needs of advertisers and marketers.”