Fiftyfive5 launches comms evaluation tool

The tool, ‘Ad Optimi5er’, has been developed in partnership with clients. The company analysed data from 60 tracking programmes across 24 categories to inform the framework.

It will measure performance covering awareness, branding, comprehension and impact, based on a database of 1,000 examples of communication executions.

Consultant Ian Bellerby is leading the tool, which the company said will help clients understand how to maximise their advertising and adjust tonality of messaging during Covid-19.