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Fast Turnaround Ad Tracker Cleared for Take-Off
NOP World has announced the launch of Flight Track(tm), a new ad tracking product designed to give 'the clearest picture yet' of attitudes and brand disposition. The product combines new metrics Ad Potency(tm) and Investment Efficiency with online data collection and delivery.
NOP claims the new system fills a gap by being 'fast, smart and presentable' whereas current custom tracking systems, although sophisticated, take time to establish and require advertisers to wait for the results. Flight Track(tm) provides feedback within days in the form of a PowerPoint deck showing 'exactly how the target market reacts to a new campaign'.
The Ad Potency(tm) Index shows whether an ad is good for brand health, whether target consumers are hooked in or if the ad is ineffective and it's time to go back to the drawing board.
Officially on the market from 2 March, the online product will be used to track specific TV ads through one campaign period, or over one or two 'flights' of TV advertising, enabling clients where required to measure ad awareness for a specific campaign, uncontaminated by recall from previous campaigns.
Sally Campbell, Global Director Marketing Effectiveness, describes the product as 'a powerful way of monitoring TV ads and the only system that provides competitive benchmarks with trends and interpretation, for each ad. No other company is able to do this on a single creative execution'.
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