GfK MRI Launches Digital Ad Measuring Service

To address the growing need for accountability in digital marketing, GfK MRI has launched a syndicated service called Starch Digital.

The service aims to provide monthly ROI metrics, aggregated by platform or medium used, along several categories including how much of an ad was read and any actions taken as a result. Customized metrics will also be available, allowing marketers to evaluate the effectiveness of specific components of an ad, such as a video or photo gallery.

Starch began building a database of ad effectiveness metrics in May 2011 by measuring consumer recall of and response to more than 33,000 digital ads across 1,700 consumer magazine issues on tablets, e-readers and web-based digital editions. Beginning in March of this year, Starch Digital will measure every ad in every digital issue of about forty consumer magazines, with title-specific data available in the second quarter of 2012.

Starch Digital is an offshoot of Starch Advertising Research, which measures print advertising effectiveness. The service will compete with others such as AdXpose, which was purchased by comScore in August of last year.

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