Radiocentre launches Media Attribute Mapping Tool

Radiocentre has launched a Media Attribute Mapping Tool developed to allow advertisers to visually compare the overall performance of two different media for brand building campaigns.

The tool uses the findings from Radiocentre’s recent ‘Re-evaluating Media’ research to generate diagrams comparing individual media performance against all 12 attributes featured in the study, such as targeting the right people in the right place at the right time; building brand salience; and increasing campaign ROI.

Users of the new mapping tool will be able to download easy-to-interpret visualisations in both PDF and PowerPoint formats for inclusion in their own presentations.

Mark Barber, Planning Director at Radiocentre, said:

“This new tool allows advertisers to explore the data from Re-evaluating Media, directly comparing the performance of two media at a holistic level. We hope this will help advertisers make more informed decisions about how they allocate budgets when it comes to building their brands.”

‘Re-evaluating Media’ was commissioned by Radiocentre and independently conducted by Ebiquity, providing an impartial and robust analysis of the value of individual media for brand building campaigns. Researchers trawled through 75 research reports and Ebiquity’s proprietary data sets to find evidence on how well each medium performs against a range of media attributes relevant to brand-building campaigns.