Ad.IQ delivers Marketing Analytics for the worlds largest brands and their agency partners. The Ad.IQ Analtyics platform understands where you are advertising (TV, Press, Poster, Radio or outdoor), how many people have seen a communication and subsequently engaged in a dialogue. The Analytics Engine automatically allocates TV spot, audience data and circulation figures to produce an Audience Engagement Metric and Campaign Benchmark Data.

Tom Martin (Communications Director, Strategic Communications - Department of Premier and Cabinet) comments: 'The Victorian Government is strongly committed to the mobile channel and enjoys an outstanding relationship with AD.IQ. SMS has delivered some remarkable response rates for our campaigns. But it's the analytics that are really exciting. What medium's working, what station, what day of the week, the best time of day ... it's all there to help us make better media buying decisions.'

The Department of Sustainability and Environment (Victorian Government) aimed to assess varying levels of engagement across four adverts during their Water Saving Campaign.

All creative carried a slightly different message and varied in length. Additionally some of the adverts included a voiced-over call to action while others did not.

By setting consumer responses in the context of audience data, Ad.IQ was able to determine among other things:

• Which creative was most Engaging

• Whether the length of the advert had a bearing on response levels

• The impact of including a voice-over call to action on the creative (which in this case resulted in 50% response uplift)

• The importance of advert placement (position in break)

Simone Gandur (Department of Sustainability and Environment Victoria) had this to say about the analytics provided by Ad.IQ for their Water Saving Campaign:

"Ad.IQ was able to provide us with weekly data that allowed us to clearly see how well our media buy was performing. At the end of the campaign Ad.IQ provided us with a detailed analysis that will be invaluable in planning further campaigns"

The Blue Cross is an animal welfare charity. They used Ad.Effect to optimise their TV advertising and the impact of mobile on donor engagement with the following results.

• Adding mobile improved the direct ROI from Blue Cross' advertising by up to 34%

• ROI increased across all day-parts, but most dramatically during peak viewing.

• Value of donors coming through mobile channel appears to be at least as high as those coming directly through voice.

• Ad.IQ's analysis platform delivers insights key to optimising advertising performance.

In the current economic climate advertisers are closely examining the distribution of their advertising budgets, searching for ways to increase accountability, ensure return on investment and accurate metrics. Find out how Ad.IQ Analysis can help you ameliorate your media spend and maximise the impact of your advertising