New Tool Links Consumer Response to Ads

In South Africa, mall advertising firm Primedia Unlimited has launched an ad assessment tool called 'The Dream Catcher', described as an interactive spider diagram through which consumer noticeability, familiarity and trust indices can be plotted against various forms of media.

Available online, and soon as iPhone and Blackberry apps, the tool examines frequency, impact, dwell time, creative flexibility, relevant segmentation and emotive response to advertising on building wraps, larger format signage, billboards and in-mall media.

Users can plot the elements of their proposed campaign against equivalent scores generated by consumers from a recent TNS study of out-of-home media, and from the AMF (Advertising Media Forum) which rates individual media applications.

Using a mapping overlay, the system then produces a visual image of the qualitative attributes of various media types.

'We have no doubt that this tool will assist media planners, strategists and clients in selecting and combining the platforms that are most suitable to meet their individual intended objectives,' states CEO Ken Varejes. 'It's great to see research supplied in a practical format that the industry can utilise.'

Web site: www.primedia-unlimited.co.za .