While cost may not be the primary consideration among brand marketers who use ad networks, it is certainly a nice by-product that can have a significant impact on the overall reach and efficiency of a campaign. More importantly, the effectiveness of networks can be measured and even optimized through the use of ad effectiveness studies to quantify lift in key brand metrics.

Most leading networks are equipped to work with major research providers to implement ad effectiveness studies. Ad effectiveness research enables advertisers, agencies and publishers to objectively measure the attitudinal impact of online advertising, a critical measure when building brands.

A research provider like InsightExpress, designs a custom survey to run with the campaign and measure the campaign's impact on traditional brand and persuasion metrics including brand awareness, message association, brand favorability and purchase intent. Two groups are surveyed in the same way, with the same survey, one that has been exposed to the ad, and one that has not been exposed to the ad. The difference between those groups is the attitudinal impact of the advertiser's campaign. The results are analyzed and presented via a final report, which includes a detailed analysis of the creative, media, frequency, and target audience. This report also includes analyst recommendations for adapting creative and media strategies to further brand impact.