Spanfeller Media Group
The Daily Meal is promising companies that buy $200,000 of ads over three months that they will get their money back if the ads don’t result in a “statistically significant increase” in one of five measures of brand influence. The food and drink site will use a company called Vizu to measure “brand lift” through Web polls. Advertisers can choose three of five categories to track — brand awareness, attitude, favorability, intent and preference — and one of them must show improvement after 90 days. Jim Spanfeller, president and CEO of Spanfeller Media Group, says in a news release that “click-through rates are not an accurate measure of success for digital brand advertising.”
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