back to news archive

May 20, 2004

Canadian Digital Agency Wins Award for TV Ad Testing on the Broadband Internet

Delvinia‘s AskingMedia^TM Data Collection Tool Recognized for “Excellence Behind the Scenes” at the 2004 Professional Marketing Research Society Conference

Toronto, May 20, 2004 – Delvinia Interactive Inc., creator of the AskingMedia^TM online broadband-based research tool, received one of five excellence in research awards at this year’s annual Professional Marketing Research Society (PMRS) Conference. Delvinia was recognized for their ‘behind the scenes’ application of AskingMedia^TM on two research projects Millward Brown Goldfarb conducted for Nissan Canada and Expedia.ca.

The “Excellence Behind the Scenes” award is given annually to companies whose efforts in areas such as data collection, panel recruiting, data processing and analysis enable the completion of market research projects 'behind the scenes’. “We nominated Delvinia for this award because their AskingMedia^TM tool proved to be an innovative system to test TV ads using the Internet and broadband,” said Stephen Popiel, senior vice-president of Millward Brown Goldfarb. “First hand, we saw that this data collection method combined the strengths of face-to-face focus groups and telephone interviews, so advertisers can poll the nation faster, easier and at the participants’ convenience – everybody wins.”

For marketing and research professionals, AskingMedia^TM is a valuable and proven platform of online data collection used for testing anything from television commercials, movie trailers to print ads or product packaging. Ultimately, the tool provides a significant reduction in the time required to conduct market research for advertising testing any rich media creative.

Nissan and Expedia were the first in Canada to test AskingMedia^TM against traditional marketing research practices in two recent projects with Millward Brown Goldfarb. Consumer participants reviewed a TV commercial in both cases and were screened for high speed Internet access. The Expedia research project targeted a general population sample of Canadians, while the Nissan project required a very specific sample of Canadians with intent to make an automotive purchase within a particular time frame and budget. Once through the screening questions, an online “video guide” within AskingMedia^TM introduced the individual survey participants to the survey and explained the process. The survey was based upon Millward Brown Goldfarb’s Link^TM methodology.

AskingMedia^TM was created by new media visionary, Adam Froman and came about as a result of a research project funded by CANARIE Inc., a non-profit government and private partnership advancing internet technology in Canada. “With 50% of Canadians with Internet access being high speed, we can deliver more engaging and user-friendly online research tools and platforms for consumers who participate in surveys,” said Adam Froman, President of Delvinia Interactive Inc. “We are honoured to be recognized by PMRS, as it not only lends credibility to our interactive marketing and research capabilities, it is also a sign that marketing researchers are embracing the benefits of testing rich media creative online. ”

To arrange a demonstration or obtain more information, please click here.

Or contact Delvinia at416-364-1455 ext 225, contact@delvinia.com

For photos and award recipient information, please click here.

back to news archive