Maru/Matchbox launches ad effectiveness tool

The Creative Insights tool can evaluate any type of ad or brand communication across video/TVC, print, digital, OOH, social and radio.

It uses a framework and benchmarks to identify which ads will be most effective.

Todd Trautz, chief innovation and solutions, Maru/Matchbox, said: "Companies spend tons of money on advertising, but only one-third of ads work. Making effective ads is about winning consumer’s hearts and minds, and the creative accounts for three-quarters of the impact."