Besides monitoring advertising expenditure and occurrences, TNS media intelligence also compiles and analyses information on creative executions: scanning and analysing by visual key motives advertisements from printed media, from outdoor, digitising television and radio spots and collecting online advertisements from the most frequently visited websites.
The creative executions and relevant information (advertiser, product name, market segment, media, first publication, size, slogan, key motives, etc.) are entered into a single database, from which creative executions can be browsed simultaneously by all relevant criteria.
Practical advantages
- Advertisers and agencies can maintain an insight into the activities of competing brands and companies.
- For brand repositioning, the database gives a comprehensive historical overview of advertising for a given brand, advertiser or a whole market segment.
- Agencies can know instantly whether their idea or slogans for a tender or advertising campaign really are new.
Access
Clients can access to the TNS media intelligence creative executions’ database as:
- iMedia subscribers, who can search the database directly and can download the creative executions they need.
- Regular clients (e.g. of our competitors monitoring service), who receive alerts that inform them about their competitors’ most recent communication and give them access to the new creative execution.
- Clients, who buy individual creative executions or creative analyses from our Service Bureau on an ad hoc basis.
Creative execution: relevant services and product
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