Research Now and Luma have joined to offer a new online advertising testing tool

The new product - titled add+impact 2.0 - comes eight years after Luma first started conducting parallel studies of ads online and offline.

Luma Managing Director Sally Joubert said the release of the new exclusive online tool was one of the most exciting developments in advertising research.

Consumer surveys for add+impact 2.0 will be conducted with Research Now’s online panel with Luma undertaking the analysis and reporting. Luma now has access to Research Now’s 6 million panellists across 36 countries, including the largest global business decision-maker and hard-to-reach consumer panels available in top markets.

add+impact 2.0 is ideally suited to clients who want to quickly evaluate a large number of concepts early on in the development stage, or to test a number of alternative creative directions. Undertaking pre-testing can ensure that ineffective ads are discarded before production and media spend are incurred.

“This is the most significant development for Luma. It means we can test ads for clients anywhere in the world in a way that is more cost effective way than ever before,”Sally said.

Research Now Client Development Director – Asia Pacific, Brad Wilson, said add+impact 2.0 was perfectly suited to an online format and previously successful add+impact projects utilising Research Now’s Australian panel were testimony to this.

“Research Now has been working in close collaboration with Luma for some time and we are very excited to have the opportunity to extend our association with them into the global marketplace.” Brad said.