What?

Advertisement measurement shows how many readers notice a specific ad in a specific issue and the impact that the ad has. The results are presented on-line with the benchmarks (reference values) and target group information.

Why?

The study describes the ad's ROI (Return On Investment) by measuring the observation (awareness) level and impact. This information is valuable for both the advertiser and the media channel since it increases both parties' understanding of how their communications work. Immediately after the completion of a survey, the user can carry out their own analyses and link results to various factors such as the editorial environment, page, format, color, industry segment, date and target audience, and so on.

How? 

A survey round (5-8 ads) is ordered and sent out to the panelists via e-mail. The questionnaire shows each ad in its editorial environment and includes some fifteen questions, ranging from observation/awareness to likelihood to visit or purchase. Results of the target group and reference values are available on-line immediately after completion of the survey.

For example, the results of a 1/4 page ad for a grocery product can be compared with other 1/4 page ads from the same industry.

Benefit?

Advertising measurement is of interest to advertising/marketing departments, advertisers, and media and advertising agencies. The results are used - among other things - to increase understanding of the qualities a specific media channel has as an advertising channel, to develop relationships with advertisers - and therefore increase advertising sales - and to help in pricing different ads. Results are used to create a tool that can be used by media channels to help in making recommendations regarding design and placement.