AdKeeper™ today announced it will publish ground-breaking new metrics for online advertising that will give marketers a powerful new data set for evaluating online advertising performance, and identifying the most effective online publishing environments for future ad buys.
In addition to impressions and clicks, AdKeeper will offer advertisers a third essential analytics tool – Keeps™. Among other data points, Keep Metrics™ will give advertisers critical information about the number of times an individual ad was Kept, the number of online users who Kept them and what websites those consumers were visiting when they Kept the ad.
AdKeeper is the new online advertising service that will forever change the way consumers interact with ads on the Internet. AdKeeper emerged from stealth in October, and has since been operating in beta, preparing for its full roll out in Q-1. AdKeeper will give consumers the ability, for the very first time, to Keep online ads for future use, without leaving their current page or interrupting their online experience. With one click of a button, consumers will be able to place ads of their choice into their personal “Keepers™,” where they can return to them at a more convenient time or place, and enjoy absolute control to save, sort, sift, share, rank, review, click, print and buy online from the ads they have specifically selected.
AdKeeper’s Founder, Chairman & CEO Scott Kurnit, one of the nation’s most successful online media entrepreneurs and founder of About.com, said, “Advertisers love AdKeeper because it delivers true engagement between consumers and marketers. Those marketers have also made it clear that they’re excited about gaining new insights on creative options and media choices that offer them the best ROI. Based on those conversations, we foresee advertisers shifting ad dollars to create the strongest performance against all three key metrics: Impressions, Clicks, and now, Keeps.”
AdKeeper will publish Keep Metrics from a wide range of categories across the web, from apparel and automotive, to entertainment and food, home & garden, health & fitness, mobile, sports, travel and dozens of others. Advertiser-specific data will be available only to those advertisers; however, certain cross-category and other non-proprietary data will be made available on a broader basis.
“Accountability is a requirement in today’s business world, and today’s marketers are required to justify their business decisions with the most reliable available data,” said Todd Sloan, Chief Operating Officer of AdKeeper and former Executive Vice President and Chief Financial Officer of Nielsen NetRatings, Inc. “AdKeeper intends to raise the bar on that available data, creating a significant new metric that marketers will incorporate into their existing analytical tool set,” added Mr. Sloan, who will oversee AdKeeper’s Keep Metrics initiative, and will design criteria to ensure that the published data is reliable and complete. “We’ll make sure the service has been running long enough so the initial data sets are representative of the overall service.”
Well-known media research veteran Marshall Cohen, President of Marshall Cohen Associates, is supporting AdKeeper’s research and analytics efforts. “Knowing how often, why and which ads consumers Keep — and in what circumstances they Keep them — will help all marketers better understand their actual return on their advertising investments,” said Cohen. “Once there are a sufficient number of Keeps being generated nationwide, this will become a critical piece of information in evaluating the effectiveness of all online advertising.”
AdKeeper has been embraced by the largest group of charter advertisers for any new media launch. This prestigious group includes dozens of the nation’s largest companies, including: Allstate, Ally Bank, AT&T, Best Buy, CBS, Ford, Gap, General Mills, InterContinental Hotels Group, JetBlue, Kia Motors, Kmart, Kraft Foods, Macy’s, McDonald’s, Nextag, Pepsi, Sara Lee, Sears, Showtime, The Advertising Council, The Home Depot, Unilever, and Warner Bros.
”Until now,” said Kurnit, “the consumer could control every aspect of the Internet experience – except one. We’re changing that. AdKeeper delivers the ability for consumers to finally save online ads for use on their own terms and time. And advertisers gain not only an important new communications vehicle, but also important new performance data that will dramatically enhance their analytical abilities.”
AdKeeper launched in October in private beta, and will be widely available in the first quarter of 2011.