SOURCE: Datran Media

August 06, 2008 09:00 ET

Datran Media Releases Dynamic Logic Research That Reveals Inbox Advertising Increases Brand Favorability and Awareness

Research With eHarmony Underscores Strength of Inbox Advertising Across Branding Metrics

NEW YORK, NY--(Marketwire - August 6, 2008) - Datran Media, a leading online marketing solutions provider, today released new Dynamic Logic research that shows inbox advertising can provide significant branding benefits in addition to the acquisition strengths typically attributed to the media channel.

In a study Datran Media conducted with eHarmony, inbox advertising made 37.7 percent of people aware of one of the tested campaigns. These people otherwise would not have been aware of it. In addition, unaided brand awareness increased 11.5 percentage points, and brand favorability increased 7.3 percentage points.

The results counter mainstream characterizations of inbox advertising as an acquisition-only vehicle. More than many other channels, inbox advertising gives companies the ability to deliver highly targeted messages to opt-in consumers. Because it significantly increases the chances of delivering the right message to the right consumer at the right time, inbox advertising can have the additional benefit of creating a more favorable impression of the company's brand.

"Until now, marketers hypothesized that the key role of inbox advertising was an acquisitive one, and there was no formal research to verify the branding benefits," said Jason Oates, vice president of media services for Datran Media. "This study makes it clear that inbox advertising provides significant brand impact across each of the key branding metrics, including brand favorability. This applies to both contextual ad inclusions and targeted stand-alone branded acquisition-focused email advertising."

eHarmony's CEO, Greg Waldorf, echoed Oates' remarks and added, "These results show that email campaigns are not only an effective customer acquisition vehicle, but also are supporting and enhancing consumer impressions of the eHarmony brand."

To view more specific results, please visit http://www.datranmediabrandstudy.com.

About Datran Media

Founded in 2001, Datran Media is a leading online marketing solutions provider that helps marketers reach, acquire, retain, and monetize their ideal customers across multiple online channels. Datran Media's digital media solutions allow brands to selectively interact with a consumer universe of over 175 million across a network of inbox, web and social media. Datran Media's enterprise-class messaging platform allows marketers to maximize the lifetime value of their customer-base through targeted email and social media campaigns; resulting in brand lift and maximum-profit per customer. For more information on Datran Media, please visit: www.datranmedia.com

About eHarmony

Pasadena, Calif.-based eHarmony (www.eharmony.com) launched in 2000 and is the Internet's No. 1 trusted relationship services provider in the United States and also offers its services in Australia and Canada. eHarmony's singles matching service presents users with compatible matches based on key dimensions of personality that are scientifically proven to predict happier, healthier long-term relationships. In addition to the singles matching service, eHarmony operates eHarmony Labs, a relationship research facility, and publishes eHarmony Advice, an online community for relationship advice. In 2007, eHarmony was ranked No. 5 in Deloitte's prestigious Technology Fast 50 Program and in 2008 eHarmony won the distinguished Entretech Annual Entrepreneurship Award in the Growth Company Category. eHarmony is a privately-held company and shareholders include Technology Crossover Ventures, Sequoia Capital and Fayez Sarofim & Co.

About Dynamic Logic

Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic's research includes: AdIndex® to test and analyze advertising across digital platforms, CrossMedia Research™ to evaluate multimedia campaigns, MarketNorms®, a syndicated ad effectiveness planning and benchmarking database, and LinkSelect for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Providence, London, Paris, Frankfurt and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP. www.dynamiclogic.com

Contact Information

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