What is it?
The Brand Aid Panel is the latest award-winning ad effectiveness research solution to be offered by Guardian News and Media.
Winner of the AOP Research and Insight award 2009, it provides advertisers with feedback on how their media-investment has been received.
The Brand Aid Panel benefits clients by being:
Over 3,500 Guardian and Observer readers and guardian.co.uk users can give their feedback on the branding impact of client ad campaigns
By e-mailing panellists an online survey, the Brand Aid Panel also negates the need to use pop-up survey invitations in a live online environment, and ensures healthy questionnaire response rates.
Winner of the AOP Research and Insight award 2009, it provides advertisers with feedback on how their media-investment has been received.
The Brand Aid Panel benefits clients by being:
- highly flexible
- quick to turn around
- extremely cost-effective compared to other ad effectiveness research solutions in the market.
Over 3,500 Guardian and Observer readers and guardian.co.uk users can give their feedback on the branding impact of client ad campaigns
By e-mailing panellists an online survey, the Brand Aid Panel also negates the need to use pop-up survey invitations in a live online environment, and ensures healthy questionnaire response rates.
What can it measure?
The Brand Aid Panel can be used to test the effectiveness of both display and job ads running across GNM properties.
The panel is provided in conjunction with ad-effectiveness research experts Research and Analysis of Media (RAM). RAM has tested hundreds of print and online ad campaigns across Europe and the US, so results can be benchmarked against appropriate industry averages.
Along-side the standardized metrics of recall, overall impression, suitability, interest and purchase consideration, the Brand Aid Panel research also allows clients to customise the questionnaire and include any ad-hoc questions they like.
Specific audience segmentation questions, and metrics and perceptions relating to the brand in question can be analysed accordingly. Qualitative feedback can also be assessed using open-box questions. Results can be benchmarked by industry, region, ad-size and demographics.
The panel is provided in conjunction with ad-effectiveness research experts Research and Analysis of Media (RAM). RAM has tested hundreds of print and online ad campaigns across Europe and the US, so results can be benchmarked against appropriate industry averages.
Along-side the standardized metrics of recall, overall impression, suitability, interest and purchase consideration, the Brand Aid Panel research also allows clients to customise the questionnaire and include any ad-hoc questions they like.
Specific audience segmentation questions, and metrics and perceptions relating to the brand in question can be analysed accordingly. Qualitative feedback can also be assessed using open-box questions. Results can be benchmarked by industry, region, ad-size and demographics.
Initial
findings
findings
The first 25 GNM display ads tested show that compared to other UK print campaigns tested by RAM (190 in total), ads running in the Guardian have on average recorded higher levels of ad recall and message understanding than the UK average, while at the same time driving higher levels of interest.
Tests have been conducted across a range of categories including motors, travel, food and drink and charities.
Tests have been conducted across a range of categories including motors, travel, food and drink and charities.
What our clients say
"The Brand Aid Panel has allowed us to gain valuable insights in to how our client's campaign was received by its audience.
It’s enabled us to explore how interactive rich media creatives can be used to reach our client's target market, as well as gauge opinions of the product being advertised.
The research was turned around efficiently and was also highly flexible in allowing us to ask the questions most pertinent to the insight that our client required."
Alice Bron
Senior Digital Executive
Mediavest
It’s enabled us to explore how interactive rich media creatives can be used to reach our client's target market, as well as gauge opinions of the product being advertised.
The research was turned around efficiently and was also highly flexible in allowing us to ask the questions most pertinent to the insight that our client required."
Alice Bron
Senior Digital Executive
Mediavest
Award - winning
The Brand Aid Panel won the AOP Research and Insight category in 2009. Find out more about the awards and what the judges said at the link below.
