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Rex Briggs
Rex Briggs (born 1971) is an author, award winning marketing ROI researcher.〔Peter Mouncey, Market Research Best Practice: 30 Visions for the Future, (biographical description of Rex Briggs ), Wiley, 2007, ISBN 0-470-06527-3〕 He began his career at Yankelovich Partners, where he was noted for his work in Generation X〔Jennifer Steinhauer, (How Do You Turn On the Twentysomething Market? ), New York Times, April 17, 1994,〕 Minority marketing, where he developed a theory called “The Psychology of disenfranchisement.”〔Grant Lukenbill, Untold millions: positioning your business for the gay and lesbian consumer revolution, HarperCollins Publishers, Oct 1, 1995, ISBN 0-88730-699-3;
Suzanna Danuta Walters, All the Rage: The Story of Gay Visibility in America, University of Chicago Press, Sep 1, 2003〕 Briggs was among the first to research the Internet.〔Adrienne Mand, AdWeek, (IQ News: Insider: Live To Learn ), Oct 19, 1988.〕
Briggs is responsible for several innovations in digital marketing. In 1995, Briggs joined Wired, as Director of Research, focusing on their digital brand HotWired. He created the first study of Web banner advertising effectiveness.〔Stuart Elliott, (Banner Ads On Internet Attract Users ), New York Times, Dec 3, 1996〕 The research is notable because it was the first application of random sampling online, and used design of experiments to measure the in-market impact of online advertising.〔Briggs, Rex; Hollis, Nigel, Advertising on the Web: Is there Response Before Clickthrough? Journal of Advertising Research, March–April 1997, pg 33-45〕 Briggs and his team at HotWired innovated one-to-one web marketing to deliver personalized content,〔Ad Age, (Affinicast unveils personalization tool ), Dec 4, 1996〕〔Chip Bayers, (Cover Story: The Promise of One to One (A Love Story) ), Wired, May 1998〕 and real-time web analytics, known as “HotStats”.
==Online Advertising Measurement==
In 1997, Briggs founded MBInteractive, with Joshua Grossnickle and Oliver Raskin under the ownership of WPP Plc. At MBInteractive, Briggs continued his work on marketing effectiveness creating the widely cited 1997 IAB Advertising Effectiveness Study.,〔IAB, Sep 24, 1997 (IAB Website and Google Search )〕 and inventing an early version of behavior targeting〔Carol Emert, (Web Advertisers Get New Tool ) SF Chronicle, Oct 19, 1998〕 with leading online ad servers.〔Beth Cox, (AdKnowledge Offers Millward Brown Interactive's Voyager Profile ) ClickZ, June 8, 1999〕 During this period, Briggs coined the marketing terms “brand impact”〔Rex Briggs, Scott McDonald, (1997 IAB Advertising Effectiveness Study ), page 12, accessed from University of Texas website, Jan 13, 2012〕 and "Surround sound marketing.”〔Rex Briggs, Horst Stipp, How Internet Advertising Works, Excellence in International Research, 2002, pg 222-224 ISBN 92-831-0302-5〕
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