COPENHAGEN, Denmark, February 8, 2011 /PRNewswire/ -- The market research institute YouGov has announced a technology integration with digital marketing company Adform's platform of the same name. The exclusive partnership means that by using Adform, customers can now test how one or more banner ads are received by the target group before a campaign is launched. In addition to providing valuable input for optimising the campaign material, it is also possible to map new attitudes amongst target groups.
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.
"Unfortunately there are many examples of online campaigns which fail to strike home correctly because of factors such as confusing communication or poor knowledge about a target group. With AdSurvey, online campaigns can be tested prior to launching or while they are running so the banner message can be tailored specifically, resulting in better reception. At the same time, this close user involvement can provide valuable inspiration for new initiatives vis-a-vis the target group," says Lars Anthonisen, Marketing Director at Adform.
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.
Adform is a leading supplier of products and services within digital marketing. The company was founded in 2002 and offers a digital universal solution consisting of campaign planning, ad serving, search machine marketing, web analytics and reporting. More than 2,700 customers have run campaigns in more than 4,900 global media in more than 25 countries via Adform in 2010, and today, Adform has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw, Vilnius and Copenhagen. Visit http://www.adform.com for more information.
YouGov is a professional market research institute and consultancy organisation which has been a frontrunner in using the Internet as a data-gathering medium for market surveys. YouGov has built up a Nordic panel with 150,000 members who represent all age groups, socioeconomic strata and other demographic groups. YouGov has six offices in Scandinavia and is based in Copenhagen. Worldwide, the YouGov group has more than two million panel members with an international head office in London.
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