The tool, called Creative Impact, is available on the Ipsos.Digital platform and allows users to measure real-world campaign in-market performance, with results available on an interactive dashboard.

Creative Impact identifies audiences with genuine campaign memories and evaluates how those memories and reactions shape brand outcomes.

Once the creative assets and media channels that drive the strongest impact are identified, the tool helps to decide how best to optimise both creative performance and media effectiveness.

As well as the US and UK, the tool is available in France, Germany, Italy and Spain, with more markets expected later this year. The tool was piloted with fast-moving consumer goods clients in the US.

Shaun Dix, global leader, creative excellence, at Ipsos, said: “Marketers need answers at the pace their campaigns move, with trusted insights on what is cutting through.

“This marks an important milestone in our innovation roadmap, with further market expansion this year and beyond.”