NEW YORK Feb. 15, 2011
VISTA Digital effectiveness scores are now available to advertisers, agencies and publishers on a syndicated basis. Starcom, MediaVest and Initiative are the first media planning agencies to subscribe to the enhanced VISTA Service to evaluate the impact of their clients’ digital magazine campaigns. These charter agency subscribers represent more than half of all spending by the top 10 magazine advertisers.
Like the core VISTA Service, VISTA Digital measures the recall and brand association of issue-specific ads, as well as the actions that readers take as a result of exposure to a campaign. For the digital magazine ads that Affinity is now measuring, the reader action questions have been customized to reflect the interactivity of the digital platforms that many publishers are employing to extend the reach of their brands. A battery of engagement questions that focus on consumers’ experiences with the digital editions of individual magazine brands is also included in the syndicated measurement.
The VISTA Digital Service reflects Affinity’s ongoing commitment to develop innovative methodologies designed to keep pace with the evolving magazine marketplace. In addition to the new VISTA capabilities, Affinity’s American Magazine Study will begin reporting the total reach of magazine brands this Spring, which will include unduplicated audience estimates for a magazine’s print and digital properties.
About Affinity LLC ProofReader The American Magazine Study VISTA Service MagPlan
Company Web site www.AffinityResearch.net
Contact Tom Robinson [email protected]
SOURCE Affinity LLC