A week before Christmas VideoEgg, an ad network who specializes in consumer engagement, announced VideoEgg ROI, “a comprehensive online advertising measurement service for consumer packaged goods (CPG) advertisers.” The announcement was made possible due to a unique partnership they formed with comScore’s AdEffx.
VideoEgg has long been known as a leader in creating cutting edge ways for marketers to engage with consumers online. Accoring to Troy Young, CMO at VideoEgg, the announcement will allow them “to close the loop in measuring CPG sales.” Leslie Litton, VP of Media, at comScore added that VideoEgg ROI now “enables [marketers] to evaluate the effectiveness of [the] engagement on driving important behaviors, including offline sales.”
Perhaps the most interesting aspect of this announcement was the quote by Leslie Litton that “CPG brands have traditionally relied heavily on TV advertising for reaching consumers… The VideoEgg ROI offering helps advertisers quantify this impact and justifies further allocation of their ad budgets online.”
Is this a step towards speeding up the process of ad dollars shifting from TV to online? Perhaps, and if so, this could signal a promising 2010 for the online advertising community. In February of 2009, Nielsen released a report that stated TV had 13.1% of total ad spend… the Internet only had 6.7%. It appears online advertising is well positioned for growth. Hopefully, the economy finally recovers and online ad spend grows in an expanding market. If so, 2010 could be a banner year for some players in the space.
