Melbourne, Australia (25 May 2011)
Leading media monitoring company Commercial Monitors today launched AdRegister, a powerful creative resource for the Australian and New Zealand advertising industry, in strategic partnership with Canadian firm adfinitum and leading market research company Roy Morgan Research.
In a worldwide first, set to revolutionize the Ad Testing market, AdRegister delivers a continuously updated online database of advertisements from Australia and the adfinitum global network of more than 50 countries, combined with Roy Morgan’s Reactor, the insightful Ad Testing methodology proven with thousands of ad tests.
AdRegister is an easy-to-use searchable advertising database showcasing fresh Australian campaigns, alongside 10 million advertisements worldwide. It is an invaluable online resource for agencies and marketers to research and download ads instantly from TV, radio, press, magazines, outdoor and online. They can also upload their own campaigns to showcase their creative talent.
Mark Scatchard, Commercial Monitors director said “with half a million ads worldwide being added to AdRegister each month, our customers can measure the reach of a client’s brand throughout the world, track the activity of a competitor in one or more markets, keep abreast of the latest industry activity and test their own and competitors’ ads with consumers”. He further explains, “Unlike any other advertising resource in the world, we are providing much more than just the ‘best ads’, ensuring our customers know the products, services, strategy and the production talents of the marketers and agencies behind 400,000 brands worldwide, as well as discovering precisely what consumers like or dislike about each ad.”
“We are delighted to deliver our global advertising content to the Australian and New Zealand industry”, added Ed Clarke, president of adfinitum. “As the world of advertising continues to go global, we are confident that this unique content will be a very useful source of advertising intelligence, competitive research, and even creative inspiration”.
What is distinctively unique about the AdRegister service, in a global first for the market research sector, is the ability for users to select existing television commercials, or upload concepts or animatics to be Reactor tested against competitors’ ads from around the globe.
The Reactor (the original Worm) is an effective, proven methodology for measuring emotional (virtually unconscious) reactions to TV ads, concepts or any stimulus material. It provides invaluable insights into the interest and likeability of your (and/or your competitors’) television commercial or ad concept, element by element, second by second.
The Online Reactor is a device that continuously measures respondents’ reactions via a slider-bar on a scale of 0 – 100. The Roy Morgan Reactor has tested thousands of ads over the last 20 years. Ads are tested among at least 100 respondents, with our without a before and after questionnaire. Complete results, in the interactive Reactor online player (which synchronises graphs with videos of the ads) are mostly available within a few working days.
Michele Levine, Chief Executive Officer at Roy Morgan Research said, “We are delighted to be launching this suite of Reactor Ad Testing products with Commercial Monitors and adfinitum. The Reactor will allow advertisers and their agencies to test their ads or concepts against six of their competitors’ ads for less than the cost of a single focus group and to be reviewing the results in a couple of days, instead of a couple of weeks. Unlike other concept testing techniques, The Reactor gives you the unvarnished opinions of respondents, without being influenced by moderators or group opinion leaders.
AdRegister membership is free, with subscription available which provides discounted access to ads, along with email alerts to new campaigns. Reactor Ad Testing can be provided ad hoc or through annual subscription. Access to the service is available at AdRegister.