New AANA metric offers insights on ad content

New AANA metric offers insights on ad contentAANA CEO John Broome says advertisers need to be informed of community expectations. Photo: Supplied

The Australian Association of National Advertisers has launched a new metric to measure the Australian public’s perception of advertising issues and content.

The industry-first research, titled the AANA | Ipsos Advertising Sentiment Index (ASI), will better inform marketers about community views and will aid the development of AANA’s advertising self-regulatory code.

AANA chief executive John Broome said: “As custodians of the self-regulatory system, we need to be sure that advertisers are informed of community expectations in relation to socially responsible advertising. This is the first time we will regularly measure what the Australian public thinks about current advertising content.”

The research will be conducted in collaboration with global market research and consulting firm Ipsos, with the initial results expected to be released to the market in quarter four 2018. The results will be released to AANA members on an ongoing quarterly basis.