Avenue A Media said that Peapod Inc. has selected the agency as its
Internet media agency of record.
Avenue A said its proprietary technology will enable Peapod, an online grocer,
to determine the effectiveness of ad creative and Web site placement by
measuring the relationship between media costs and sales dollars, new
customers and visitors–information Peapod was not able to collect and
evaluate with past online efforts.
“Real-time ad measurement is a powerful campaign management tool,” said Randy
Pickard, Peapod’s vice president of marketing. “I have so much confidence in
Avenue A’s reports and analyses that I use them to justify larger advertising
budgets. With Avenue A, I know the level of sales that I can expect with
additional advertising spending. This gives our entire management team greater
confidence in both our business forecasts and our advertising expenditures.”
Peapod said it originally selected Avenue A because of its technical expertise
and large in-house staff of software engineers. The company wanted an Internet
media agency that could interface with its own proprietary software and
technical staff. Peapod said it soon discovered, however, that Avenue A’s
integrated service–media planning, media buying, ad serving, tracking and
reporting–offered Peapod a single expert source for all of its online media
needs.
Avenue A evaluates its clients’ campaigns using custom ROI metrics, then
rapidly optimizes to emphasize the most effective ads and Web sites. Both its
media planning and ad serving systems generate actionable data for
advertisers, enabling both systems to “learn” from every ad served.