Adform Augments Advertisers' Campaign Knowledge With User Involvement

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May 12, 2011, 05:12 ET

COPENHAGEN, May 12, 2011 /PRNewswire/ -- User involvement has never been particularly widespread for evaluating online advertising, but Adform, the digital marketing company, is about to change that. The AdSurvey tool, which was developed in partnership with the market research institute YouGov, gives advertisers fast and invaluable knowledge about consumers with a stronger message as a result, and thereby a better starting point for effective marketing.

AdSurvey, which is an integrated part of Adform's online platform, provides qualitative answers to how a banner ad is received by a particular target group. The tool can be used before, during and after a particular campaign has been run. The answers are supplied by selected members of YouGov's online panel, which counts more than 2 million people worldwide. All the results are benchmarked, so advertisers can see whether consumers' responses vary in relation to other AdSurveys within the same business sector.

"The AdSurvey product is very positive - the tool supplies us with valuable campaign input, helping us to understand the decisions we make on a daily basis. The ads can be seen in a better context when they are compared to industry norms," explains Hagen Pettersen, Strategic Director at Futatsu Industries.

The company has used the Adform solution to assess the qualitative values in a banner campaign for the automobile manufacturer Subaru. The result was 150 detailed responses about a campaign for four-wheel drive cars, only two days after the test was ordered online. DSB has also used AdSurvey to evaluate campaigns through its media agency OMD.

"User involvement is not just a hip word, as companies can improve their profits by streamlining their campaigns through AdSurvey. It takes not much more than a couple of minutes in front of the screen to order a test, and the responses can, in addition to honing or changing the message in an ad, give more insight into the target groups with which you are working. And it is far easier to avoid making mistakes in campaigns," says Lars Anthonisen, Adform's Marketing Director.

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About Adform

Adform is a leading international supplier of products and services in digital marketing. Founded in 2002, the company now has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw, Vilnius, Prague, Madrid and Copenhagen. For further information, please visit http://www.adform.com.

SOURCE Adform