IPC and Yahoo! back MediaDNA research

LONDON - IPC Advertising, the ad sales division of IPC Media, and Yahoo! UK & Ireland have become the latest media owners to join the heavyweight MediaDNA consortium, which helps advertisers plan more effective campaigns by identifying those media brands that most closely match their products.

Founded by Zenith Media, BSkyB and Capital Radio, the first MediaDNA survey, released in February, was based on 5,100 interviews and enabled advertisers to match their products to 85 media brands across TV radio, newspapers and magazines.

The media brands were identified in collaboration with Millward Brown, the global media research arm of WPP Group. The second wave of results, which IPC and Yahoo! will help fund, will be available early next year.

The research is expected to present image, positioning and personality profiles for more than 90 media brands not covered in this year's survey.

Frank Harrison, director of strategic resources at Zenith Media, said: "Matching media to the branding aims of advertiser campaigns has long been an important element in the media selection process but, due to a lack of research, has often been based on little more than gut feeling."

He added: "MediaDNA at last provides the quantitative data to optimise these decisions and guide more effective communications for our clients."

Harrison promised that the second wave will double the number of media brands that it can plan client brands against.

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