Experian Simmons launches syndicated ad evaluation tool

The new Datastream tool provides weekly tracking of 40,000 consumer variables from the Simmons National Consumer Study, a syndicated survey that measures media usage and consumer behaviour across 8,000 brands.

25,000 adults are surveyed annually for the National Consumer Study, and their previous responses will be used to provide the Datastream product with two years of historical data.

Ken Wollenberg, general manager at Experian Simmons, said: “Companies spend a lot of time and money to understand and measure the success of their advertising campaigns or, in the case of media companies, to demonstrate marketing accountability to advertisers. Until now, the tools available for these analytic applications have been costly and limited in their ability to provide a wide range of competitive brand and media insights.”