New tool will evaluate impact of online sponsorships

LONDON - A new tool is claiming to measure the effectiveness of online sponsorship initiatives, including sweepstakes, events, interactive games, branded microsites and editorial content.
Known as AdIndex Sponsorship, the tool has been created by Dynamic Logic and claims to help marketers evaluate whether the sponsorship successfully links the cause, activity or content to the brand.
It also measures whether sponsorship increases brand favourability among the target audience, and the influence on their intent to purchase or engage in a particular activity.

Pete Robins, media director of Media.Com, said: "Stating the obvious, there's an increasing need for agencies and advertisers to properly evaluate all their media. "Non-direct digital activity will become more prevalent, and Dynamic Logic's AdIndex Sponsorship offering can only help us deliver best practice media."

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