Thursday, May 17th, 2012
Calling it the "Total Guarantee initiative", Forbes.com is offering a guarantee – any brand that spends $1 million over 90 days will be able to
specify how many people they want to reach within their target audience
and how frequently they want to put messages in front of them. According to Mediapost, ad server logs will be
audited during the Total Guarantee campaigns for both reach and frequency by a third-party firm.
Forbes did a similar program in
2003 with 100 brands signing up – but that was only $150,000 for 60 days with a guarantee of at least one of the following for brand metrics: awareness, message
association, brand favorability or purchase.
Forbes.com with their 20 million uniques has their own internal ad network – so any firms signing up for the Guarantee Initiative are recommended to also utilize a 3rd-party tracking tool such as Omniture or C3 Metrics.
