More O’Ferrall launches ad tracking survey

Poster contractor More O’Ferrall is launching a fortnightly research service for advertisers to track the awareness of their Adshel campaigns.

The Adshel Research Monitor will consist of a national awareness survey of 300 respondents conducted by research company Millward Brown.

MO’F will include 20 to 25 campaigns on the questionnaire. The qualifying criterion will be that they are of sufficient national scale to have been seen by a large proportion of respondents.

In trial research, 24 per cent of respondents were able to recall seeing ads after prompting with a picture of the creative work. This rose to 29 per cent among the demographic groups the ads had been targeted at.

The research will be available to the relevant advertisers, agencies and poster buyers from July 29.

The new service is part of a push by MO’F to increase the accountability of Adshel. The company is also looking for advertisers who are willing to add barcodes to their six-sheet poster creative as a means of extending its bar coding system (MW June 14).

MO’F has appointed Payne Stracey to promote Adshel to the ad industry through an advertising and direct marketing campaign which starts in August.