• by Masha Geller , July 14, 2003

On the heels of the DoubleClick DART Motif launch yesterday, Atlas DMT, an advertising technology provider and operating unit of aQuantive, Inc., released the Atlas Digital Marketing Suite 4.0, premiering the Brand Exposure Duration (BXD) metric that quantifies the value of online rich media.

The BXD metric consistently measures how long users view an online rich media ad across any media buy. For the first time, brand marketers can make buying and optimization decisions based on exposure duration using this standardized metric.

"Traditionally, it has been difficult to measure, with any standard or consistency, the time consumers spend interacting with brand advertising," said Alan Schanzer, managing partner of Digital Edge. "With Brand Exposure Duration measurements, it is now possible to report and optimize branding campaigns consistently based on an elusive yet critical metric: interaction time with an online advertisement. For marketers with these types of objectives, this is another tool we can use to quantify the value of online media and advertising against more traditional campaign metrics."

"Brand Exposure Duration gives us a new measure that will permit us to understand how long a consumer is actually exposed to an Internet advertising message," said David Smith, president of Mediasmith. "This will be of significant help in both the media planning and media buying efforts for online brand advertising."

Along with improving online branding effectiveness, Atlas Suite 4.0's rich media deployment, testing tools and integrated rich media interaction reporting dramatically decrease the amount of time it takes to manage an online brand campaign. With the Atlas Rich Media Wizard, another key component of the Atlas 4.0 Suite, authoring, testing and deploying rich media ads is all automated. This dramatically increases the accuracy of rich media, interaction-tracked and survey-based campaigns, company officials say.