San Francisco-based ad network Flycast Communications Corp. introduced
Flycast AdLab, a program for online advertisers that the company said
“provides efficient, statistically reliable measurement of creative
performance across a broad audience. . .”
Flycast said AdLab, designed for direct marketers, e-commerce advertisers,
media buyers at interactive agencies and traditional advertisers seeking to
maximize ROI,
uses the 900-plus site Flycast Network as a demographic microcosm of the Web
as a whole.
The network claims a 37 percent Web audience reach via 25 content categories. The
creative test program provides a baseline of response against which one can
measure the ROI increase from campaign optimization, the company said.
AdLab customers have two flexible testing environments available, the company
aid. Advertisers can measure performance either across the entire Flycast
Network or across specific site categories. After a seven-day testing period,
advertisers receive a report that highlights the creative’s strengths and
weaknesses, examines click rate in the top
10 categories and provides a FlyIndex, the performance of a banner relative
to other banners in the same category. Customers also receive follow-up
analysis from
Flycast.
“Flycast AdLab emphasizes the importance we place on sound direct marketing
principles,” said Heidi Kay, senior product marketing manager at Flycast
Communications. “The new program is another tool we offer to help advertisers
increase ROI.” Pricing for the service was not disclosed.