ABX identified a gaping hole in the way advertising measurement was done. Marketers could test only a small percentage of their ads due to slow and expensive legacy systems. Thus, 80-90% of their ad investments were at risk.
ABX partners developed a revolutionary system using internet speed and a unique methodology for omnichannel advertising measurement. The system provides holistic creative measurement for all media types in real time, so marketers can move media investment from poor performing creative to strong. The proprietary system works so well, costs to clients are significantly lower than those of older providers, enabling clients to test and retest ads at will.
Today, ABX clients average a 20% increase in ad effectiveness and a 15% improvement in the predictive accuracy of market mix models at costs a fraction of former budgets. The wholly-owned ABX research technology is based on a proprietary “Ocular ™” communications survey method that is highly repeatable globally. The ABX team has completed millions of interviews in more than 30 countries.
The senior team has more than 100 years of combined experience covering all aspects of market research, sampling, operations, analysis and software development. It also has more than 25 years of testing TV pilots and manages the longest-running syndicated TV tracker. ABX serves as a research partner to the Association of National Advertisers and the Alliance for Family Entertainment.