Online Brand Awareness Tool Unveiled

Digital marketing company ad 2-one is to start measuring the effectiveness of its client’s online advertising campaigns following a deal with Taylor Nelson Sofres (TNS).

Ad 2-one, which is owned by Vivendi Universal, is to start using TNS’ AdEval technology, which allows advertisers to track brand awareness, brand favourability and purchase intent.

The AdEval system, which was tested on ad 2-one sites before Christmas, found that online campaigns can lead to a substantial increase in brand recall, site visits and intention to purchase.

Ad 2-one’s marketing director, Tony Evans, said: “Ad 2-one’s partnership with Taylor Nelson Sofres means that we are able to tell advertisers how their campaign has worked on a number of levels – not just by measuring the number of people who click on the banner. AdEval is our response to an overwhelming industry need for a simple and inexpensive tool to measure brand impact, audience perception and actions resulting from advertising online.”

Managing director of TNS Interactive, Peter Cape, added: “AdEval can also offer an insight into actions taken after exposure to an online campaign and intention to purchase, as well as determining audience opinion of the campaign creative.”

Ad 2-one says that it will conduct a number of studies using the new technology over the next few months and plans to combine the results to establish a standard value against which future online campaigns can be measured.

Ad 2-one: 020 7504 0200 www.ad2-one.com Taylor Nelson Sofres: 020 8967 0007 www.tnsofres.co.uk

Subscribers can access ten years of media news and analysis in the Archive