Monthly Syndicated Assessment of Key Dimensions Informs Advertisers of Health Challenges and Opportunities for a Brand
MOUNTAIN VIEW, Calif. – Ace Metrix, the standard in television and digital video advertising analytics, announced Ace Metrix BRANDCOMPASS™, a brand equity tracking service that provides timely, actionable insights on a brand’s health across multiple dimensions such as innovation, trust, value, respect, purchase intent, and likelihood of consumers to recommend. BRANDCOMPASS expands an award-winning creative assessment product portfolio to enhance advertisers’ ability to build stronger brands for the long haul. Working in concert with Ace Metrix LIVE, BRANDCOMPASS links in-market performance to creative and media campaign actions, giving marketers a more complete view of their advertising impact.
“We felt compelled and uniquely qualified to answer that plea with actionable and cost-effective brand level equity measurements that are highly sensitive to monthly in-market and advertising events. BRANDCOMPASS gives marketers the elusive tie between creative quality and brand health.”
“Our clients have repeatedly told us that their existing brand tracking solutions are bloated, expensive and lacking any actionable insights,” said Peter Daboll, CEO of Ace Metrix. “We felt compelled and uniquely qualified to answer that plea with actionable and cost-effective brand level equity measurements that are highly sensitive to monthly in-market and advertising events. BRANDCOMPASS gives marketers the elusive tie between creative quality and brand health.”
Traditional brand tracking often means overproduced reports based on perishable data—delivered well past its prime—or daily views based on social buzz that causes skewed overreactions. Using a syndicated survey, BRANDCOMPASS delivers monthly brand assessment data, based on large, high quality samples. Consistency and comparability of data allows marketers to evaluate brand health as it relates to their current and future objectives as well as to compare their brand measures to competitors and other brands outside of their category.
What Makes BRANDCOMPASS Unique?
Speed & Cadence – BRANDCOMPASS surveys are conducted continuously for all brands, delivering results at the beginning of each month, assuring data that is fresh and actionable.
Sample Size and Data Quality – The survey approach is expedient and user friendly, minimizing respondent strain while maximizing the thoughtful validity of feedback. Approximately 350–400 respondents per brand/metric each month across six equity components are gathered using rigorous operational practices, across a variety of sample providers, and using proprietary technologies that eliminate professional test takers, bots and nefarious respondents.
Accessible, Comparable Data within Competitive Context – Data is accessible through an intuitive, always-on web-based user interface. Subscribers also have access to a professional client services team with incomparable consultative experience in brand performance and analytics viewed within competitive context.
About Ace Metrix BRANDCOMPASS and Ace Metrix LIVE
Ace Metrix BRANDCOMPASS allows marketers to build and improve the perception of their brand based on regular assessment of brand health across multiple dimensions and with cross-category context. Recognizing that brand building is a fundamental objective of advertising within the marketing mix, BRANDCOMPASS works in concert with Ace Metrix LIVE® to ensure that advertisers’ creative assessment process will maintain a clear line of sight to brand equity issues and opportunities. Leveraging the same technology platform and rigorous operational procedures, designed to collect data quickly and accurately at scale, BRANDCOMPASS is able to identify changes in brand dimensions in time to inform new creative and optimize current marketing efforts.
Advertisers can now easily access brand level data, combined with the nuanced ad and campaign-level data available through the Ace Metrix LIVE platform, to better interpret how ad performance is impacting in-market brand health across the dimensions of status/respect, innovation, trust, value, likelihood to buy, and likelihood to recommend/advocate.
On a syndicated basis, for every national TV ad, the Ace Metrix LIVE ad assessment approach both quantitatively and qualitatively measures creative quality before it gets hopelessly intertwined with the vast array of in-market influences on ad performance—capturing consumers’ pure, disentangled reaction to each ad’s creative nuance. Every ad is measured the exact same way, based on the exact same questions, thereby ensuring that our battery of attention/appeal, information/change and product relevancy/desire diagnostics are truly reflective of creative differences rather than nuances in survey writing. Additional responses are gathered to assess consumer perception of each ad’s key creative elements as well as to capture the respondent’s familiarity with the brand. On average, more than 60 percent of respondents for each ad choose to leave optional verbatim commentary, which is then compiled and analyzed both in isolation and in aggregate to provide a plethora of insights as to the emotional “whys” behind the “whats” of creative performance. Because of the comprehensive nature of our ever-expanding syndicated database, detailed diagnostic data for over 40,000 ads are available for detailed analysis and insight. Marketers can further understand the ad’s potential and impact as it relates to its category, across competitors and across industries.
About Ace Metrix
Ace Metrix® is the standard in television and video analytics, dedicated to delivering better, faster and more cost-effective solutions for evaluating video advertising within competitive context. The Ace Metrix LIVE® platform provides advertisers and agencies access to the world’s largest database of video advertising effectiveness data, each scored by a unique, large, demographically balanced sample of consumers. Ace Metrix BRANDCOMPASS provides advertisers a unique, monthly brand health perspective that can be tied back to ad and campaign level performance. Ace Metrix subscribers are able to action data and optimize advertising campaigns in real-time. Combining leading edge technology and patent pending methodology, Ace Metrix has revolutionized the way marketers measure themselves, manage their media plans and assess their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix, Inc. Ace Metrix BRANDCOMPASS is a trademark of Ace Metrix.
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