Online analytics firm InsightExpress has partnered with four unnamed panel companies to offer clients access to expanded audience samples to better measure ad effectiveness and enhance cross-media
research. Dubbed the Ignite Network, the initiative will encompass more than 10 million respondents and allow advertisers to create survey panels larger than online samples that typically top out at 2
million, according to InsightExpress.
"In reality, in order to do sophisticated analysis, you need a very large pool," said Marc Ryan, the company's chief revenue officer. Besides offering the
scale to target specific audiences, the service will allow clients to recruit respondents via email, reducing the need for pop-up surveys. It also promises to match online behavioral data with
offline conversion results at the individual level. Ryan added the new research offering would give marketers the ability ability to survey respondents exposed to an online advertisement over time, to
better analyze "advertising decay." Read more here.