TNS launches new ad-tracking tool

TNS has launched a new ad-tracking tool that will enable clients to check rival campaigns.

Mercury tests new television adverts as they launch, so clients will be able to check their own campaigns and get an early warning of any rival campaigns.

The new tool works on the basis that clients buy into the data that the system collects on the performance of both client and competitor ads, according to reports.

TNS hopes clients will sign up to the system for a period of time, during which all the ads that debut in a particular sector or competitor group can be automatically tested.

Results are then made available for clients to purchase, which allows advertisers to compare specific ads and brands.

TNS has already funded testing for more than 200 ads for its database.

“The beauty of Mercury is that it is very fast, robust and low-cost,” Paul Baker, project director for the new system, said.  “It lets users respond to competitor ads or make changes to their own creative quickly, based on early consumer response.”