DoubleClick, IMS to deliver reach tools to online advertisers

NEW YORK: DoubleClick which claims to be the leading provider of marketing tools for advertisers, direct marketers and web publishers, and IMS, an international provider of information systems for the advertising industry have announced that the WebRF reach and frequency tool is now linked to DoubleClick's MediaVisor product.


An official release informs that clients such as Universal McCann Interactive, Modem Media, Starcom IP and Optimedia, are among the first users to access the IMS reach and frequency tool and the Nielsen//NetRatings data through DoubleClick's MediaVisor product. This allows them to access Internet media planning and research data using reach and frequency metrics similar to print, radio and television advertising.

MediaVisor is a hosted, web-based media planning, buying and campaign management workflow solution designed to help agencies plan, execute and analyse their interactive marketing programmes. This tool automates time- consuming, repetitive administrative tasks, such as RFPs, Insertion Orders and flow charts. MediaVisor is fully integrated into DoubleClick's DART for Advertisers (DFA) solution, a hosted, enterprise-class advertising management and serving solution, which helps advertisers reach their online goals efficiently and effectively. This integration allows agencies to manage its online campaigns through one central system.

IMS Media Sales Solutions VP Amy Betz says, "The ability to assess the potential of the Internet in standard media terms facilitates the likelihood that the Internet can and will be evaluated with the same commitment as other media. It allows for more efficient campaign management through the use of integrated research, planning, buying and post buy analysis tools."

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