• by July 26, 2000

The final results of the online advertising campaign case study initially presented at @d:Tech San Francisco in May, are finally available online, as was announced earlier today by AdKnowledge and Internet Profiles Corp. (I/PRO).

The study covered a two-week, four banner, five million impression online advertising campaign for the non-profit organization, Ad Council's Connect For Kids, that ran on the Lycos Network and showed that branding provided significant impact to the advertiser, with 10-32% of registered visitors having taken action after seeing the ad, but not clicking on the ad.

Designed to show how an online ad campaign could be measured in terms of driving traffic, email registration, and guest book signatures on the Connect for Kids site, the study clearly demonstrates the range of different measurement techniques and how to use them to best optimize an online advertising campaign.

AdKnowledge delivered the Connect For Kids campaign and measured the results using its eAnalytics DataDNA tools; I/PRO oversaw the execution of the study and measured traffic at the Connect for Kids site before, during and after the campaign using the I/PRO NetLine site measurement service; Media Metrix performed a pre-buy analysis of which sites should have been used to reach target audiences; and NetRatings performed a post-buy analysis of who the campaign reached.

To request a copy of the findings, fill out a request form at www.adknowledge.com/corporate/press/connectregister.html.