Interpret Launches InTime, a Revolutionary Solution for Measuring Advertising Effectiveness

More accurate measure of ad exposure impact without the need for disruptive web-intercept pop-ups

Mar 08, 2011, 05:00 ET from Interpret

SANTA MONICA, Calif., March 8, 2011 /PRNewswire/ -- Interpret, a leading entertainment, media and technology market research firm, announces InTime, a superior approach to digital advertising effectiveness research. With InTime, Interpret combines innovative ad tagging technology with best-in-class consumer panels. Working with agency partner Universal McCann, Interpret has tested the effectiveness of a campaign for a Fortune 100 client, and is now providing the service to its clients worldwide.  


Developed to provide more accurate measurement of the effectiveness of online advertising, Interpret utilizes proprietary ad tagging technology to track ad exposure among large representative consumer panels worldwide.  Interpret is able to match each panelist to specific exposure, and through surveys, understand the unique impact of each ad unit/campaign on brand awareness, interest and sentiment.   As Interpret's approach does not rely on intrusive web-intercepts or "pop-ups" that interrupt the browsing experience, surveys can be longer, more customizable, and provide more useful analyses.  Moreover, as InTime is rooted in panels-based methodology, the service can inform cross-media analysis of multimedia campaigns.

"This methodology alleviates the many constraints of traditional web intercept research which, although used for more than a decade, is highly criticized by both media buyers and sellers," said Dino Mytides, Vice President at Interpret. "Our clients have become exceedingly frustrated by low response rates, unreliable data and the intrusive user experience, so we are very excited to be pioneering this approach."

"With Interpret's research, we are able to provide our client with results tied to their key segment," said Maggie Fosdick, Vice President and Director of Research for Universal McCann. "Due to the complexity of our needs, this would have never been possible with intercept research."

Added Michael Dowling, CEO Interpret, "Fast-evolving and converging consumer platforms are not always best-served by incumbent solutions; with InTime, Interpret is taking another step to deliver an innovative solution that addresses next-generation challenges."

Click here for more information about Interpret's advertising effectiveness offerings.

About Interpret LLC

Interpret is the leading cross-media market research firm. The company applies proprietary, cutting-edge methodologies and extensive category knowledge to help clients plan, test, and measure business strategies in the fast-evolving media landscape. Interpret's unique combination of measurement products and custom market research services provides a common language across media for the key stakeholders of the digital age.

New Media Measure™ is Interpret LLC's proprietary, quarterly survey of media behaviors, attitudes and product consumption. Designed to keep pace with the evolving media landscape, New Media Measure™ supplies the means to better measure and keep track of fast-changing consumer behaviors. New Media Measure™ surveys 9,000 consumers aged 12-65, representative of the U.S. population and weighted to U.S. Census. Data collected includes: demographics, psychographics, brand consumption, traditional media consumption, online and social networking, mobile phone, video gaming, and digital entertainment. Data is available via Interface, a web-accessible, interactive analysis tool, through Intrend, quarterly trend reports, and through Interpretations, monthly whitepapers written by Interpret analysts.

About Universal McCann

UM ( is a global marketing communications agency that represents the world's leading marketers and strategic thinkers for many highly regarded clients including Coca-Cola, Microsoft, Sony, MasterCard, Johnson & Johnson, L'Oreal, and Chrysler. As part of the Interpublic Group of Companies, UM has 151 offices in 130 countries and employs 3,600 creative thinkers and doers. With the mantra, "Yes &," UM offers a full spectrum of media services and is able to tap into a number of exclusive partner agencies so they deliver the most surprising results to clients. They were awarded "Media Agency of the Year" by Adweek/Mediaweek and named to the 2009 "A-list" by Advertising Age.

SOURCE Interpret