RED C Launches DIY Ad Creative Test

Dublin and London-based researcher RED C has launched an online platform called RED C Direct, allowing clients to test their own ad creative, backed by the firm's survey design, sampling expertise, effectiveness model and norms.

RED C is part of the Business Post group, whose services include journalism as well as insights and data. Users of the new service upload stimulus material, launch their survey and receive results in 24 hours. These are based on four key metrics which the firm says 'experts suggest makes advertising effective': Creativity, measured through 'the desire of people to see the ad again'; Distinctiveness (how clear it is who the ad was for); Fame (how likely viewers are to share or talk about the ad); and viewers' Emotional Response. The service also measures the claimed Brand Impact of the ads in terms both of long-term emotional impact and shorter-term rational engagement.

If an ad has already been launched, clients can if choose to measure the extent people have seen or heard it before the test. All scores are benchmarked against thousands of ads the firm has tested over the course of ten years, and results are provided in an online dashboard, as well as downloadable in pdf format.

CEO Richard Colwell (pictured) says of the launch, 'Our clients have been looking at more agile and cost effective ways to test their communications, and we are delighted to be able to provide that today with the launch of RED C Direct. Underpinned by our expertise in advertising testing and with a significant norm database, it really delivers key insights at speed into creative development that will help companies maximise impact'.

Web site: www.redcdirect.com .

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