NEWS7 December 2011

InsightExpress gauges ad effectiveness on tablets

North America Technology

US— InsightExpress has launched an ad effectiveness research service specifically for tablet devices.

Tablet AdInsights measures the brand impact of tablet ad campaigns using metrics including awareness, message association, favorability, consideration and intent.

Respondents are recruited while they surf the web on their tablet, with two rounds of surveys taking place before and after an ad campaign begins.

Drew Lipner, executive vice president at Insight Express, said the new service “fills a significant industry gap by allowing advertisers, agencies and publishers to understand the effect of campaign exposure via these revolutionary devices”.