Affinity Updates VISTA for Digital Mag Ad Tracking

New York-based media research firm Affinity has updated its VISTA magazine effectiveness tracking service, to include the measurement of digital ads delivered through electronic magazines and magazine apps designed for iPads and other mobile devices.

In addition to VISTA, Affinity's products include ProofReader (print pre-testing), and the American Magazine Study (print audience measurement), as well as the print optimisation system MagPlan.

Last August, Affinity launched an audience study which examines people's experiences with digital magazine campaigns.

The firm has now launched VISTA Digital, which enables advertisers, agencies, and publishers to evaluate the impact of their clients' digital magazine campaigns.

Like the core VISTA Service, VISTA Digital measures the recall and brand association of issue-specific ads, as well as the actions that readers take as a result of exposure to a campaign. For the digital magazine ads that Affinity is now measuring, the firm has included a number of engagement questions that focus on consumers' experiences with the digital editions of individual magazine brands.

Media planning agencies Starcom, MediaVest and Initiative have already signed up to the new service.

According to Robin Steinberg, SVP, Print Investment and Activation Director at MediaVest USA: 'The expansion of the VISTA Service will now enable us to quantify the effectiveness of our clients' magazine content campaigns in both print and digital form. This comparison is important for us to make, in order to evaluate ALL digital marketing opportunities that have become a critical component of publishers' proposals.'

Web site: www.AffinityResearch.net .

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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