NEWS18 February 2009

Guardian launches ad effectiveness panel

Brand Aid Panel promises quicker, cheaper feedback on print and online ads

UK— Guardian News & Media (GNM) has launched an online panel to offer its advertisers a quick and cost-effective way to gauge the impact of their ads.

The panel is the latest tool to be added to GNM’s Brand Aid ad effectiveness services. It is provided by Swedish media researcher RAM, based on a panel of more than 2,000 readers of the Guardian and its website, and more than 1,500 readers of its sister Sunday paper the Observer.

GNM says the online surveys, delivered by email, can gauge the response to ads by readers in terms of perception, attention, cognition, memory, emotion and behaviour, delivering results within seven working days.

Author: Robert Bain