Ipsos ASI Unveils Multi-Media Ad Testing Tool

Advertising research specialist Ipsos ASI has launched a tool which measures and tests communications across all forms of advertising platforms, including emerging digital media.

For the new Next*Connect solution, consumers are screened and recruited to take part in research to assess client messages and advertising creative. Respondents then complete an online survey where they are exposed to a variety of traditional and new media in one place. Results are compared against a control group that had not been exposed to any advertising.

The firm says the platform offers a number of advantages found in no other copy testing system. These include the ability to showcase ads as they are experienced in-media, and measuring recall the day after initial exposure. The tool has also been designed to observe emotion and how it influences consumer reactions to the brand.

'We have built our communication testing tools from the results of more than 80,000 commercials in over 25 different countries,' stated Lana Busignani, President of Global Product Innovation at Ipsos ASI. 'This new approach is leading-edge for our industry and offers the added benefit of creating a more interactive, visual and enjoyable experience for our respondent which is an increasingly important issue for our industry.'

Web site: www.ipsos.com .