Ace Metrix Launches Ad Measure
June 16 2009
US TV ad measurement firm Ace Metrix has launched a service to help advertisers and agencies measure the persuasiveness and watchability of their advertising.
The new software-as-a-service (SaaS) subscription service - also called Ace Metrix - has been developed to help users understand the performance of their ad creative, track the creative performance of competitor ads, and respond to consumer trends and feedback.
The service evaluates variables across demographic and geographic targets, and also asks panellists to provide their personal feedback about ads. Responses are collated to provide an overall persuasion and watchability 'Ace Score' for each advert, along with separate scores for individual variables.
This score is based on the interactivity of six data elements - desire, relevance, likeability, attention, information and change - which are analyzed for each ad.
Ace Metrix comprises:
- Ace Score - which measures both watchability and persuasion of ad creative
- Ace Analyzer - an online dashboard with reporting of analytics and insights
- Ace Verbatims - real-time targeted consumer commentary relating to specific creative, and
- Ace Survey - continuous online measurement of in-market TV ads.
'Now advertisers don't need to risk their ad spend,' says co-founder and CEO Steve Goldman. 'Instead, they can have an online dashboard full of on-demand insights into their own creative and their competitors. With the actionable data from Ace Metrix, advertisers know what to tweak, what to run by gender, income, geography, what to pull and more.'
Ace Metrix can provide an online report for spot ads within 24-48 hours of their being aired.
Headquartered in Los Angeles, Ace Metrix was co-founded by ad agency executive Goldman, and market research specialist JuYoung Lee, who set up the company after working for Lieberman Research Worldwide, Krumm & Associates and Aspex Research.
Web site: www.acemetrix.com
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.