Results of Time Spent Test will Indicate Optimal Ad Exposure
NEW YORK – Lotame, a platform enabling targeted advertising to customizable audiences through social media, announced today that Hill Holliday has selected Lotame to deliver a component of Liberty Mutual’s “Responsibility: What’s Your Policy” corporate branding campaign. During the campaign, Liberty Mutual will conduct a study of the results provided by Lotame’s Time Spent technology, designed to measure the length of exposure that provides the greatest impact for Liberty Mutual’s Responsibility Project messaging (www.ResponsibilityProject.com).
In order to accurately measure the impact of the time spent with the ad, Lotame’s Exposure Tracker technology counts the time that a user actually spends viewing an ad without counting time when the ad is obscured, minimized or scrolled out of view. By accurately monitoring and combining the time each user spends with the ad in plain sight, Lotame can measure the actual impact on the desired audience. In this way, Time Spent removes the single biggest flaw of traditional display advertising – the fact that an “impression” may not make any impression at all.
“We have invested substantially in this campaign across every medium. This is about building awareness and brand preference over the long term,” said Seb Maitra, SVP Media, Analytics, and Search for Hill Holliday. “We expect the Time Spent test will provide valuable information on how to deliver an effective campaign based on exposure – a metric that holds clear value to branding campaigns where other metrics are often an indirect reflection of benefits.”
“Time Spent is resonating with brands exactly because it reinforces predictable effectiveness of online campaigns,” said Andy Monfried, CEO, Lotame. “A program with the same creative, the same audience and the same timing will simply do better on the Time Spent model. Time is the constant that has the greatest impact on retention, not presumed views.”
Lotame’s Crowd Control platform enables brands such as Liberty Mutual to target consumers based on interests that have been actively and recently demonstrated by blogging, uploading pictures, commenting, watching a video, etc., within social networks. Lotame then factors in multiple data points including age, gender and frequency – all of which are completely anonymous – to create a robust stable of user profiles that enable brands to target their messages to engaged consumers. In addition, Lotame can measure the impact of every campaign by gauging the increase in social media activity on the subject of the campaign, demonstrating that the message was received and internalized by the defined audience.
Lotame provides a platform for easily building and addressing customizable consumer audiences based on social media activity in addition to implied or stated interests. Lotame has specifically designed its patented Crowd Control platform to take full advantage of the unique attributes of social media, using participation and user generated content as a foundation for improved campaign performance. Lotame is a member of the Interactive Advertising Bureau (IAB). Please visit www.lotame.com for more information.
About Liberty Mutual Group
“Helping people live safer, more secure lives” since 1912, Boston-based Liberty Mutual Group is a diversified global insurer and sixth-largest property and casualty insurer in the U.S. based on 2007 direct written premium. Liberty Mutual Group ranks 94th on the Fortune 500 list of largest U.S. corporations, based on 2007 revenue. The company has over 41,000 employees located in more than 900 offices throughout the world.
About Hill Holliday
Hill Holliday, owned by the Interpublic Group of Companies and headquartered in Boston with offices in New York, Miami and Greenville, S.C., is one of the top communication agencies in the nation. Hill Holliday has won every major award for advertising excellence and effectiveness and has among its roster of clients leading national and regional brands including Anheuser-Busch, AOL, Bank of America, Chili’s Grill & Bar, Cleveland Clinic, Covidien, CVS/pharmacy, Dunkin’ Donuts, Harvard Pilgrim Health Care, Liberty Mutual, The Massachusetts State Lottery, Novartis, Partners HealthCare, Procter & Gamble, the Rockport Company, TJX Companies, and Verizon Wireless. Hill Holliday can be found on the Web at www.hhcc.com.