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OTX Revamps Ad Effectiveness Measure
US-based consumer research firm OTX (Online Testing eXchange) has upgraded its service for measuring ad effectiveness, to aid advertisers with channel planning and evaluation of integrated multi-media ad campaigns.
The relaunched MediaCEP service now links creative ad testing with the media planning process, and gauges all ad and media combinations across a campaign to assess each individual ad's effectiveness.
The service is an addition to the firm's AdCEP product that tests individual ads across a wide variety of media including online, TV, print and in-store. Like AdCEP, MediaCEP includes brand metrics such as proprietary measures of cognitive and emotional power developed for the firm by Dr Robert Heath from the University of Bath.
'Integrated campaigns are the norm today, and MediaCEP's design effectively measures consumers' experience of advertising on all media platforms', explained OTX MD of Marketing Insights David Brandt. 'It shows the most effective combinations of media to get the message across at the planned budget.'
Media and brand metrics agency Sequent Partners and marketing modelling firm Pointlogic worked alongside OTX on the project to help develop and extend the new methodology.
According to Brandt, the alliance bolstered his firm's understanding of the media world and ensured that the product delivers 'actionable insights and results'.
OTX has offices in London, Los Angeles, New York, Cincinnati, Miami, and Chicago with strategic partners in Japan, Australia, and Mexico.
Web sites: www.otxresearch.com , www.sequentpartners.com and www.pointlogic.com .
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