COPENHAGEN, Denmark February 8, 2011
The tool, which is called AdSurvey, does not focus on click rates, but provides qualitative answers to whether a given online campaign strikes a chord with the consumer. Unlike focus group surveys, for example, the test can be implemented immediately, with an answer after just two to three days. It involves an automatic process, where it is possible to conduct tests on the basis of parameters such as the target group’s age and gender. The answers are collected from 150 selected respondents via YouGov’s global panel of more than two million people.
AdSurvey functions as a testing tool where the respondents give their views on a banner on the basis of various statements and questions. The feedback will quickly reveal whether the message appeals to the target group, whether the layout of the banner is too confusing or whether there are, for example, any misleading elements. In addition, all the results are benchmarked so that advertisers can see whether the responses deviate from industry norms allowing them to act on the basis of qualified data.
"We are always on the lookout for new and innovative business initiatives, and we are delighted with the new collaboration with Adform. The partnership agreement has opened up the possibility of having an integrated, qualitative tool which advertisers will be able to use to optimise their online campaigns in a completely new way," says Niels Hasager, Sales Director at YouGov.
AdSurvey is a supplementary service supplied by Adform in collaboration with YouGov, where ‘liking’ and awareness of a banner message are tested. The product will initially be launched in Scandinavia and then offered to customers worldwide during 2011.
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