Conquest Tool Predicts Spread of 'Brand Contagion'

UK agency Conquest has launched an ad testing tool that claims to identify those ads capable of spreading viral 'brand contagion'.

Co-founder David Penn explained that the tool had been developed in response to a shift from the traditional 'interrupt and persuade' model of advertising, to a place where a 'meercat fan club can help set a brand alight'.

The new online AdSpark tool uses avatar-based methodology to measure how people really feel about advertising.

These interactive animations have been designed to illustrate consumers' emotional responses to ads, while rational questioning determines shifts in brand engagement that would otherwise have been missed.

'Most research tools are blunt instruments when it comes to contagious, emotional response and sometimes miss the truly great ads,' added Penn.

AdSpark is the latest product to build on the firm's Metaphorix online tool, which measures unconscious emotional reactions to brands by tapping into the metaphors we use to describe and express feelings.

Conquest is online at www.conquestuk.com .