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Press Office - Press Releases
IPC ADVERTISING LAUNCHES ONLINE CREATIVE TESTING FOR MAGAZINE ADVERTISING
June 21, 2006
IPC Advertising has launched the UK's first major online creative testing facility for magazine advertisers – with dairy products company Yoplait Dairy Crest becoming the first advertiser to sign up to the service.
IPC Advertising, working with Hamburg-based MediaAnalyser – who specialise in creative ways to manage and improve the quality of visual communications – is offering advertisers their first chance to test or pre-test their magazine creative work with a database of IPC's readers. Creative testing, while common in broadcast advertising, is new to mainstream UK consumer magazines and is offered by IPC Advertising as part of its Access All Areas initiative.
The service allows clients to assess the impact of their magazine advertising by analysing how selected readers consume the ads. The ads are provided to readers online in their own homes. As well as asking the readers a series of questions about the ads, the process also generates an eye-tracking movie which pin-points where exactly on the ad the viewers have focused their attention.
The eye-tracking movie is generated by recording the on-screen position of the viewer's mouse for the period of time that they view the advert. Individual pinpoint maps of each viewer are available or these can be aggregated to produce a hot-spots style video. The results allow advertisers to understand how their existing creative is being read, and where necessary to improve it to better communicate with readers.
YDC tested two very different creative styles for two very different products, both of which are advertised in magazines. The results provided them with unique information on exactly how IPC magazine readers read their creative and the messages they took out of it.
YDC Brand Development Manager Sarah Russell says, “When IPC first approached us with this, via our media agency John Ayling & Associates, we realised it was a new, quick and cost efficient way to gauge what real readers think of real adverts. The findings really demonstrated to us just how communicative our adverts are, as well as where we can improve that communication“.
IPC Marketing and Strategy Manager James Papworth adds, “This new system is a revelation in ease of use and the cost efficiency of testing creative work before a large media investment. Discovering which elements of an advert actually draw and hold attention has always been a tough question to answer. Now we have the video evidence.”
-ends-
Editors notes
IPC Access All Areas is IPC's new customer offering, designed to provide clients with simple and direct points of entry to all elements of IPC huge advertising offer as well as promoting the potential of the magazine medium.
MediaAnalyzer creates innovative, scientifically validated solutions for visual market and media research. Its mission is to develop creative ways to manage and improve the quality of visual communications. Its team consists of experts in market research, psychology and computer science. It specialize in efficient tests to measure user attention, recognition, recall and more.
For more information contact Chris Taylor, head of media relations, Tel: 020 7261 5276 or email chris_taylor@ipcmedia.com.
For high-res images go to www.ipcmedia.com/press/imagebank.php.
