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Sometrics Debuts Brand Perception Tool
In the US, social network analytics firm Sometrics has unveiled new rich media ad units which the firm says provide advertisers with detailed intelligence about audiences and their attitudes towards the brand.
The system measures brand perception and ad effectiveness, to enable advertisers to 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 - such as extra points for someone playing an online game - Sometrics encourages people to view ads and answer questions about both them and the brand. These questions measure brand awareness, attitude, favorability, purchase intent and brand preference.
Brand perception data is then linked with user demographics like age, location and gender, along with interests and social actions, to help advertisers better understand their audiences and identify which messages are successful.
'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,' said Ian Swanson, Sometrics co-founder and CEO. 'We're combining the power of both, using precision-targeting abilities to reach the right audiences, and using incentives to help us give advertisers insight that will help them forge stronger connections with their target audiences.'
Los Angeles-based Sometrics combines social analytics with precision-targeted and social branding capabilities to help developers and brands monetize the social web.
The firm is online at www.sometrics.com .
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