Better campaign management thanks to real-time market research data

DIGITAL MARKET RESEARCH The LINK Institute and adwebster are launching Switzerland's first programmatic integration of market research data. For the first time, scientifically validated, representative panel data will be made available to advertisers in real time.Valuable socio-demographic profile data can now be collected from advertising campaigns in real time and displayed graphically. In addition to conventional reports that show ad impressions and clicks, the new metrics describe the socio-demographic characteristics of the target group and their interests.Real Data = More ImpactThanks to the comprehensive, verified profile data of the LINK Internet Panel, truthful statements can be made about gender, age, place of residence, education and income. This makes the target group reachability of advertising campaigns transparent and gives targeting products a "proof of concept".Programmatic and in real timeThe measurement is based on the LINK Internet Panel, consisting of over 130,000 active panelists. By delivering a pixel together with the advertising campaign, individual ad impressions and clicks can be automatically assigned to the LINK panelists. This is made possible by integration into adwebster's online booking system PMS (Programmatic Media System®). The collected data is compared continuously and in real time via an interface and displayed in a clear real-time report. The added value for advertisers is that they can optimize the advertising campaign at any time based on the insights gained.Empirically collected and target-orientedThe LINK Institute and adwebster are convinced that the combination of representative panel data and the largest possible network reach will for the first time achieve a scientifically supported real-time evaluation of the target group. The LINK Internet Panel connection is now live and can be integrated exclusively into advertising campaigns via the PMS. Stefan Oglesby, CEO of the LINK Institute, comments: "The future of market research lies in the intelligent linking of survey data with behavioral data. We are delighted to have found an extremely competent partner in adwebster, with whom we can implement our vision in an innovative and unique way for the media market. "You can read more about this in the upcoming 09/2015 issue of Marketing & Communication.