MediaTel

Adshel is claiming to be able to provide clients with a quantifiable estimate of the extra value gained or lost by the quality of a campaign's creative.

Based on interviews with 40,000 consumers on over 1,600 campaigns, Adshel's Research Monitor analyses how outdoor campaigns perform on the street. Using this data Adshel can offer clients a gain/loss analysis, which quantifies in cash terms, the extra value delivered by a successful creative, or the value lost by a poor creative.

In trials of the research, a haircare brand scored an extra media value of £160,000 because it was rated easy to understand by 80% of people, tied-in well with a TV campaign and used colour characteristically.

A campaign for a financial company resulted in a £302,000 loss of potential media value because it failed to utilise these key components.

Other brands singled out for their "instantly recognisable" creative include Weetabix, McDonald's and Whiskas. Outdoor ads for Pepperami and Nescafe were found to tie-in well with their TV activity and campaigns for Magnum and Becks were found to be effective in communicating a strong "brand personality".

Commenting on the initiative, Yvonne O'Brien, marketing director of Clear Channel UK, said: "When we combine this gain/loss analysis with our creative pre-testing service we have a very powerful tool for our clients. Advertisers can see the financial implications of a creative before it even hits the streets. It means advertisers can weigh up whether to change the creative based on the monetary value of the improved scoring campaign."

Last December Adshel secured the 15-year street furniture contract for Salisbury, beating rival bids from three other contractors. The contract, which begins in Spring 2003, will see Adshel supply and maintain 80 new glass and stainless steel bus shelters, designed to enhance Salisbury's historic street scene (see Adshel Secures Salisbury Street Furniture Contract).

Clear Channel: 0207 478 2928 www.clearchannel.co.uk

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