SOURCE: Compete


February 28, 2011 14:56 ET

Compete Ad R/F Answers the Question: Who Is My Online Advertising Reaching?

Continuously Updated Reach and Frequency Measurement Enables In-Campaign Optimization and Post-Campaign Assessment

BOSTON, MA--(Marketwire - February 28, 2011) - Compete, a Kantar Media company, today announced Compete Ad R/F™, a new advertising measurement offering that supplies continuously updated reach and frequency measurements that answer the critical question for advertisers: is my advertising working? Advertisers and agencies use Compete Ad R/F data to optimize campaigns in progress and/or for thorough post-campaign assessment to improve future performance. An advertiser or agency can, for example, dynamically shift investment to publishers that Ad R/F confirms are more effectively reaching a targeted audience or they can reshape insertion orders to refine online ad flighting and/or ad exposure frequency.

Compete Ad R/F definitively answers the following questions for advertisers:

  • How many consumers has my campaign reached and on which sites? Precise reach and frequency metrics add a rich layer to basic impression data from ad servers to reveal deeper insights.
  • What is the demographic composition of the audience I've reached to date? Precise demographic and behavioral metrics confirm you are reaching your target audience and whether your targeting investment is paying off.
  • How is my audience evolving as the campaign rolls out? In-campaign data reveals insights that can improve campaign performance while there's still time to optimize.

"With more dollars being spent online every day, advertisers need certainty that their investments are paying off as planned," said Stephen DiMarco, Compete Chief Marketing Officer. "We're taking the guesswork out of advertising performance, letting brands and agencies see exactly what's happening with their media buy so they can be sure that every dollar they invest online is spent wisely."

Compete Ad R/F combines census-level data, gathered via direct ad tagging, with behavioral data that is based on the largest online consumer panel in the industry. This combination delivers highly-accurate actionable insights, supported by metrics such as reach, frequency and demographic composition. Results are delivered through easy-to-read weekly reports that include helpful, shareable summary metrics.

According to Compete parent Kantar Media, total advertising expenditures in the first nine months of 2010 grew 6.4 percent from a year ago ($94.06 billion). And Internet display advertising had the second-largest growth rate among the media sectors, up 7.7 percent compared to the same period a year ago. As more ad dollars are spent online, advertisers and agencies will be under increasing pressure to prove value, and this makes Compete Ad R/F an immediate asset for today's digital marketer.

About Compete
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete's products and services to create engaging online experiences and highly profitable advertising campaigns. Compete's online panel -- the largest in the industry -- makes the web as ingrained in marketing as it is in people's lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit

About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world's multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors -- Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.

Contact Information

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    Anne Norris
    Greenough Communications
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