YouGov and Adform Create Banner Ad Testing Tool

Online research specialist YouGov has hooked up with digital marketing agency Adform to offer a service which tests how one or more banner ads are received by a target group prior to a campaign being launched.

The new automated AdSurvey service provides qualitative feedback on online ad campaigns from 150 respondents drawn from YouGov's global panel of more than two million members.

The test can be implemented immediately, and answers returned in just two to three days. Respondents report on whether a specific banner ad appeals, if the ad's layout is confusing, or if they feel it contains misleading elements.

Feedback is then benchmarked to enable advertisers to see whether responses deviate from industry norms.

'Unfortunately there are many examples of online campaigns which fail to strike home because of factors such as confusing communication or poor knowledge about a target group,' states Lars Anthonisen (pictured), Marketing Director at Adform. 'With AdSurvey, online campaigns can be tested prior to launching or while they are running so the banner message can be tailored specifically.'

Niels Hasager, Sales Director at YouGov, adds that the new tool enables advertisers to optimise their online campaigns 'in a completely new way'.

The product will initially be launched in Scandinavia and then offered to customers worldwide during 2011.

Web sites: www.yougov.com and www.adform.com .