Two Launches for Ipsos ASI

Advertising and brand equity research division Ipsos ASI has introduced two new tools, Next*360 and CampaignLab, to help marketers evaluate and optimize multi-media ad campaigns and communications prior to final execution.

Next*360 is a flexible copy testing tool that quantitatively evaluates the strength of a campaign across traditional and new media, testing campaign messages with online audiences in various combinations and media in context, assessing the overall strength, reach, persuasive potential, and the emotional response.

CampaignLab is an early days quali-quant tool predicting a campaign's overall potential for success and promising 'deep consumer insights' from its qual elements. The product was developed and is delivered in conjunction with North American specialist unit Ipsos Camelford Graham.

Jacquie Matthews, President of Ipsos ASI Canada, comments: 'Successful advertising connects your brand message with your target audience, but with so many ways to communicate, it can be difficult to know if you are breaking through and connecting. With these new Ipsos tools, advertisers gain a better understanding of how potential campaigns will succeed across multiple streams of media before investing in expensive media buys.'

Ipsos, which in 2007 generated global revenues of EUR 927.2 million (US$1.27 billion) is online at www.ipsos.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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