Publisher launches ad effectiveness panel

UK-- Newsquest Media Sales, the ad sales arm of publisher Newsquest, has launched a research panel to test the effectiveness of adverts in its newspapers and magazines.

The new Newsquest Reader Panel is made up of 2,000 readers of the publisher's 15 English and Welsh daily titles, with a sample of Glasgow Evening Times readers to be added in the future.

Ads are tested by four metrics – stopping power, brand linkage, brand engagement and brand demand, and results are delivered back to advertisers within 48 hours.

Richard Thomas, head of insight marketing at Newsquest Media Sales, said: “What is unique about our panel is the immediacy of measure and results, with 48 hour turnaround, giving advertisers ‘in-campaign' creative flexibility.”

The service has been welcomed by clients, including Dan Cresta, strategy director at creative agency Naked Communications, who said: “This could be a significant step forward for agencies and clients in their quest to track and optimise the impact of ads as they appear.”

Author: James Verrinder