Online ad specialist DoubleClick has set up a new research arm aimed at enticing more bricks-and-mortar advertisers onto the web.

The new unit, Diameter, will eschew web jargon like ‘click-through rates’ in favour of more traditional ad language such as ‘brand effectiveness’ and ‘purchasing power’. The move reflects DoubleClick’s view that adspend from offline businesses is the best hope for the ailing online ad industry.

Diameter intends to survey the online behaviour of 40,000 US adult internet users to construct demographic profiles. It also plans to create a ‘buying power’ index by tracking 1.5 million surfers.

News Source: CampaignLive (UK)