NEWS28 March 2011

GfK MRI and Starch launch magazine ad ROI metric

North America

CANADA — GfK MRI and Starch Research Services have teamed up to launch a new service that provides ROI metrics for ads printed in Canadian consumer magazines.

The GfK MRI StarchMetrix syndicated service goes live next month and will provide data on 15 major English-language magazines, with more being added according to demand from customers.

The service measures the readership and effectiveness of national ads by tracking actions taken as a result of seeing them. These include the consumer visiting a company website, purchasing the advertised product or service or recommending it to others.

The two firms will carry out online surveys of print magazine readers to gather feedback, and said that between 40,000 and 50,000 interviews will be completed annually.

Starch Research Services president Brian Hickey said: “In addition to helping to helping clients develop more powerful creative, magazines will benefit from being able to prove the extent to which magazine ads influence word of mouth, website traffic, brand perception and purchase.”

Magazines Reader’s Digest and Best Health and media agencies MediaCom and Mindshare have already signed up to the syndicated service.