Forbes Introduces Digital Measurement of Print Ad Effectiveness
(Press Release) NEW YORK, NY (Wednesday, December 15, 2010)—Forbes today announced the launch of first-of-its-kind research to measure print advertising effectiveness using digital tracking methodology. In collaboration with MediaVest and comScore, Forbes will measure the direct impact specific ads within Forbes magazine have on driving traffic and engagement to the advertiser's web sites, as well as the impact on branded search activity.
"MediaVest is pleased to work with Forbes and comScore to bring innovative new ways to help our clients better understand the impact of their advertising dollars. We're a strong advocate of connecting our clients' brands with highly engaged magazine audiences across their various branded media platforms and this new research will further illuminate print's direct impact on behavior change," stated Robin Steinberg, Senior VP and Director of Publisher Investment and Activation at Starcom MediaVest. MediaVest works with such brands as Wal-Mart, Comcast, Starwood, Aflac, TD Ameritrade and UBS.
Forbes is working with MediaVest to select advertiser partners to be the focus of the study, and is using comScore's unique print effectiveness technology to determine results. The companies together will develop a custom survey for a random sampling of Forbes magazine subscribers who opt-in to participate. comScore will compile results which will become the proprietary property of the three companies, to be used for further study and print analysis. Forbes has long been associated with advertising accountability innovation and was the first to introduce a brand increase guarantee for its digital properties.
"Forbes recently invested in the most-significant re-architecture of our magazine in our 93-year history. As a result, print advertising is growing and we just published our largest issue in the past three years. Now we are launching print ad effectiveness research to provide our marketing partners with new accountability tools to measure online behavioral changes as a direct result of their investment in Forbes magazine," said Meredith Kopit Levien, Senior VP and Group Publisher for Forbes.
"This research represents a breakthrough in understanding how print advertising drives digital behavior," said Erin Hunter, comScore executive vice president. "With so many different media touch points for the average consumer, it is imperative that advertisers understand how exposure in one media affects behavior in another. comScore AdEffx is delighted to give innovative clients like Forbes the ability to help advertisers optimize campaigns in a cross-media environment."
Beta versions of the research will be launched this month. For more information, contact Bruce Rogers, Chief Brand Officer, Forbes, at firstname.lastname@example.org.