Red C Research creates ad testing platform

The platform, called Red C Direct, will use Red C’s survey and sampling tools and helps companies to run their own advertising research tests.

Red C Direct will focus on examining and evaluating adverts across key metrics including creativity, distinctiveness, the likelihood of the advert being shared or discussed, and emotional response.

Tests can be run for animatics and complete advertisements, as well as analyse on adverts that have already been launched, with results compared against Red C’s database.

Red C Research was acquired in 2021 by Irish media, events and data business the Business Post Group in a deal worth €7m and has offices in Dublin and London. 

Richard Colwell, chief executive at RED C Research, said: “Our clients have been looking at more agile and cost effective ways to test their communications, and we are delighted to be able to provide that today with the launch of RED C Direct.”