Sometrics Unveils New Rich Media Ad Units for the Social Web; Units Measure Brand Perception, Ad Effectiveness

Advertisers Get Detailed Intelligence About Audiences and Their Attitudes Toward the Brand – Insight They Can Use to Increase ROI Across All Channels
ad:tech New York

NEW YORK – Giving advertisers a cost-effective way to acquire brand intelligence that will help them increase ROI across the board, Sometrics ( unveiled new rich media ad units for the social web that will measure brand perception and ad effectiveness. The company made the announcement at the ad:tech digital marketing conference in New York.

The move expands the value of the social web for advertisers, by harnessing Sometrics’ targeting and measurement capabilities to turn highly engaging social ads into a resource for gaining insight a company can use to make all of its advertising (TV, print, online) more effective.

Sometrics’ new ad units let advertisers target video and other ads based on user demographics and social interests, within social networking and other community sites. Using incentives designed to appeal to the particular audience – like extra points for someone playing an online game – Sometrics encourages people to view the ad and to answer questions about the ad and the brand, ensuring a high level of engagement with the ad itself.

Those questions will measure brand awareness, attitude, favorability, purchase intent and brand preference. Sometrics will couple that brand perception data with user demographics like age, location and gender, along with interests and social actions – to give advertisers a significant amount of actionable intelligence that will help them better understand their audiences and identify which messages are successful.

“We’re giving advertisers the tools for improving ROI across all advertising at a time when every ad dollar spent must be strategic and achieve results,” said Ian Swanson, Sometrics co-founder and CEO. “There are two characteristics of the social web that make it a rich source of information for advertisers – the depth of demographic data we aggregate, and the level of attention that users already give the medium. We’re combining the power of both – using precision-targeting abilities to reach the right audiences, and using incentives to direct their attention our way to help us give advertisers insight that will help them forge stronger connections with their target audiences.”

The intelligence Sometrics provides includes traffic, demographic, social interest, social action, conversion details and brand perception data. It is custom-packaged in reports designed to make it easy for advertisers to make informed decisions about where, when and how to allocate advertising budgets to more effectively reach target audiences.

For product demos, contact Jennifer or Mickey at [email protected]

About Sometrics

Sometrics is pioneering social intelligence – combining deep, relevant social analytics with precision-targeted ad managing/social branding capabilities to help developers and brands monetize the social web. Founded by developers, Sometrics is the first to tailor its analytics and ad managing solutions to focus on social networking platforms and applications. It provides the most relevant and effective audience analysis available, helping developers and brands better understand who’s doing what within the major social networking communities and ultra-targeted niche sites. While still in beta, Sometrics has more than 1,700 developers using its analytics tools across multiple social networks; some beta testers have reported 200 percent growth in traffic. Sometrics is the first recipient of capital from The Mail Room Fund, an investment consortium that combines big Hollywood (the William Morris Talent Agency) with Silicon Valley (Accel and Venrock). Its first funding round also included AT&T and Greycroft Partners. Sometrics is based in Los Angeles.