OTX Measures Emotional Response to Ads

OTX (Online Testing eXchange) has launched an ad testing suite, MediaCEP™, based around the CEP™ Test (Cognitive and Emotive Power), which measures the strength of a consumer's emotional response to an ad.

Emotional response has recently been shown as a strong factor in engagement with ads, in loyalty and in higher purchase intent. CEP also allows an advertiser to compare ads across media, including TV, radio, print, online, outdoor, and multimedia campaigns.

OTX contrasts the tool's design with the rational approach taken by current ad testing tools. While continuing to measure important facts like whether viewers remember the ad, and what action it prompts them to take, the test also evaluates whether the ad builds a connection with the viewer and whether they responded favourably. OTX says six months of tests have so far shown that ads that score higher on the emotional response perform better in the marketplace.

Tests are conducted online with 200 respondents tailored to the client's target. CEP offers a consistent set of measures for advertising across the many media competing for consumer attention, from high-involvement media to low-involvement such as outdoor or online advertising which are consumed in 'distracted environments'.

UK ad research guru Robert Heath acted as a consultant to help develop the products. Heath, who published 'The Hidden Power of Advertising' in 2001, is best known for his work on the role of emotion in advertising and low attention processing.

'People incorporate emotions into all decisions' says David Brandt, MDfor OTX's Marketing Insights division. 'They can even dominate rational thoughts when making a decision -- something that, until recently, has not been taken into account when testing ads. The ability to measure the strength of consumer's emotional response is vital to understanding advertising success.'

OTX is online at www.otxresearch.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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