As part of our philosophy of partnering with advertisers, Guardian News & Media has developed Brand Aid: our range of effectiveness research solutions.  Brand Aid is available to advertisers to measure the effectiveness of their creative and media placement.  Using a range of research products and techniques, we offer advertisers a full service solution for:  • Creative testing• Print Ad Tracking• Online Ad Tracking• Sponsorship testing  So whatever your needs, GNM can work with you to make the most of our media properties, and get the maximum impact from your advertising.  What is it?The Brand Aid Panel, winner of the AOP Research and Insight award 2009, provides advertisers with feedback on how their media-investment has been received by GNM's audience.  The Brand Aid Panel benefits clients by being:  • highly flexible• quick to turn around• extremely cost-effective compared to other ad effectiveness research solutions in the market.  Over 3,500 Guardian and Observer readers and guardian.co.uk users are available to give their feedback on the branding impact of client ad campaigns  By e-mailing panellists an online survey, the Brand Aid Panel also negates the need to use pop-up survey invitations in a live online environment, and ensures healthy questionnaire response rates.  The Brand Aid Panel can be used to test the effectiveness of both display and job ads running across GNM properties.  The panel is provided in conjunction with ad-effectiveness research experts Research and Analysis of Media (RAM). RAM has tested hundreds of print and online ad campaigns across Europe and the US, so results can be benchmarked against appropriate industry averages.  Along-side the standardized metrics of recall, overall impression, suitability, interest and purchase consideration, the Brand Aid Panel research also allows clients to customise the questionnaire and include any ad-hoc questions they like.  Specific audience segmentation questions, and metrics and perceptions relating to the brand in question can be analysed accordingly. Qualitative feedback can also be assessed using open-box questions. Results can be benchmarked by industry, region, ad-size and demographics.  "The Brand Aid Panel has allowed us to gain valuable insights in to how our client's campaign was received by its audience.  It's enabled us to explore how interactive rich media creatives can be used to reach our client's target market, as well as gauge opinions of the product being advertised.  The research was turned around efficiently and was also highly flexible in allowing us to ask the questions most pertinent to the insight that our client required."  The Brand Aid Panel won the AOP Research and Insight category in 2009. Find out more about the awards and what the judges said at the link below.AOP Awards 2009  Brand Aid Digital Campaign effectiveness research is the latest offering from Guardian News and Media to provide a highly innovative way of measuring online campiagn performance.  By combining behavioural, brand impact and reach and frequency measures, Brand Aid Digital Campaign enables advertisers to judge the success of their campaign using a far richer range of measures than simple click through rates.  Key questions that Brand Aid Digital Campaign research answers:  • What is the reach of your online campaign overall and among your target audience?• What is the average frequency at which your audience has been exposed to your campaign?• How has your online campaign contributed to driving traffic to your website and how has it it influenced engagement with your site?• How has your online campaign influenced search activity for your brand?• What has the brand impact of your online campaign been in terms of awareness, brand perception and purchase intent?  Brand Aid Digital Campaign is provided in conjunction with Nielsen Online. By attaching Nielsen Online tags to campaign creative, we can visualise which members of the Nielsen Netview panel have been exposed to the campaign, and therefore gauge its total reach and frequency of exposure.  Panellist demographic information allows us to conduct deeper analysis on specific target audiences of interest, while analysis of panellist web browsing habits and search activity before and after campaign exposure offers clients an unrivalled view on the behavioural impact of their campaign.  A control vs exposed methodology is used to assess the impact of the campaign from a branding perspective, measuring shifts in brand awareness, brand perceptions and purchase intent (among other brand metrics) between those who have and those have not been exposed to your campaign.  • Your online campaign's total reach of the UK internet population• Your online campaign's reach among your target audience• Frequency of exposure• Reach, frequency and expsoure cross-over of different creative executions• Reach and frequency among Acorn and EType segments• Campaign brand impact (brand awareness, ad awareness, brand favourability, message assocaition, purchase intent and brand perceptions)• Optimum frequency of exposure for brand impact• Campaign impact on unique users, dwell time and pages per visitor on advertiser website• Campaign impact on number of searches and searchers for brand key words  Use the link below to find out more about how we have used Brand Aid Digital Campaign.  International finance case study (pdf)  Is your print and online creative working for you?  However good your media placement, if your creative does not attract your target audience, then the ad is not working as hard as it could do and your campaign will underachieve on ROI. Our simple and quick pre-testing product can highlight small adjustments, which can make substantial changes to the immediate impact and lasting effect of your advertising.  Guardian News & Media offer a variety of products to test your print and online creative executions regardless of where you are planning to run them. Areas of measurement include:  • if your ad is attracting attention• where the consumer actually looks on your ad• recall and understanding of your ad• ad impact on consumer behaviour  More effective ad campaigns that work for your target audience and yield better revenue results.  With click through rates typically less than 1%, what is your advertising achieving with the other 99% of impressions?  Guardian News & Media is offering you the ability to test online brand advertising effectiveness against a number of metrics:  • Brand awareness• Online ad awareness• Message association• Brand favourability• Purchasing intent  By tailoring the research to your campaign objectives we can track your campaign and ensure it is making its mark with guardian.co.uk users.  If you are placing a major advertising campaign in the Guardian and The Observer, you want to be sure it is meeting your campaign objectives. We offer a range of different research methodologies to assess the impact of your advertising with our readers. Metrics that can be measured include:  • Print ad awareness• Message association• Brand favourability• Brand perceptions• Purchase consideration  The proliferation of media has meant it is increasingly difficult for companies to find a way to get their marketing messages to stand out from the crowd, and grab consumers' attention. As a result, sponsorships are on the rise as a way to achieve additional cut through, and own media space. Evaluating sponsorship effectiveness can require a number of different methodologies depending on the nature of the sponsorship. Here at GNM clients can access a wide range of research options across print and online to assess all elements of a sponsorship, and ensure that the sponsorship has effectively reached the target market, and had maximum impact. From supplements to micro sites, competitions to events, we can tell you how successfully your sponsorship has really been at connecting with your audience and getting your message across.  For examples of how Brand Aid could work for you, take a look at our case studies:  Online - BT Internet Security (pdf)Print - Fentimans (pdf)Sponsorship - Seeds of Change (pdf)Brand Aid Digital Campaign - international finance client (pdf)Online and print - Virgin Money (pdf)  For more information about Brand Aid speak to your Guardian News and Media representative or call
Test the impact of your advertising across GNM platforms, using our suite of Brand Aid ad measurement tools.