Summer Research is using GoodData to visualize the impact of a new interactive advertising service. Thanks to GoodData, potential customers in the online video, broadcast, and cable space were able to see the benefits and not just hear the words. As a result, Summer Research’s client was able to communicate their value proposition and competitive advantage dramatically faster and easier.
Here you see a funnel by advertiser and content:
Kevin Owyang, CEO of Summer Research reports:
For my client, it was critical to show that their technology was a mechanism for video ad networks to compete for a share of the much larger TV advertising market. We needed to demonstrate that the technology could allow TV advertising content to be used without costly re-purposing of creative, that it could enhance brand metrics, and that ROI could be measured and compared to TV. We had data for the first two, but it was GoodData graphs that demonstrated how we could achieve the last. We adapted the familiar funnel to demonstrate that we could track ROI both for the advertiser and for the video content owner. And this allowed us to illustrate how my client’s technology could enable ad networks to offer a service with measurable ROI that could be directly compared to those achieved by TV.
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