IPC Advertising is offering advertisers the chance to test or pre-test their magazine creative work with a database of IPC's readers.
Creative testing, while common in broadcast advertising, is new to UK consumer magazines and is offered by IPC as part of its Access All Areas Initiative.
The service allows clients to assess the impact of their magazine advertising by analysing how selected readers look at the ads.
The ads are provided to readers online and as well as asking them a series of questions about the ads, there will be an eye-tracking movie, which pin-points where exactly on the ad the viewers focus their attention.
The movie is generated by recording the on-screen position of the viewer's mouse for the period of time that they view the advert.
The results should allow advertisers to understand how their existing creative is being read, and where necessary to improve it to better communicate with readers.
Yoplait Dairy Crest tested two different creative executions for two separate products.
Sarah Russell, YDC brand development manager, said: "The findings really demonstrated to us just how communicative our ads are, as well as where we can improve that communication."
James Papworth, IPC marketing and strategy manager, said: "This new system is a revelation in ease of use and the cost-efficiency of testing creative work before a large media investment."
IPC worked with Hamburg-based MediaAnalyser, which specialises in creative ways to manage and improve the quality of visual communications.
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