ADGist™ measures the effectiveness of print and billboards in a single glance. It’s a more realistic way to test ad effectiveness since most print and billboards get only a single glance when a person is flipping through a magazine or driving on the road. It is often thought that ll the money spent on the majority of ads that people don’t pay much attention to is wasted, but is this really the case? ADGist™ assesses that.
... by measuring the initial impact (or "impression") of the ad. The original research is from PROMPT RESEARCH INSIGHTS (http://promptresearchinsights.com).
My take: Interesting - and potentially powerful in a very attention-deficit age. But what would interest me more would be how the indicators that AdGist comes up with are related to actual behavioral and/or attitudinal shifts.
Outdoor - which is one of the fastest growing media in the APAC region due to changes in audience lifestyles [more mobility, less in-home activities] and technological opportunities [caveat: I consider bluecasting, infrared casting, location-based SMS/MMS - whilst on the mobile phone - outdoor] - needs to be more measurable and 'tradeable'.
I firmly believe that
1. buying posters based on 'anecdotal, location-based justifications' should end;
2. approximating "GRPs" and "deweighting" them based on self-reported attention to the medium in order to justify our media plans should stop; and
3. transforming print ads - images, layout, text, and all - into outdoor posters must also be trashed.
I hope that ADGist(TM) could help with that.
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