Endorsed by the Institute of Practitioners in Advertising, MediaDNA claims it will enable brand owners to accurately match their products' characteristics with a comparable mix of media.
The MediaDNA consortium believes it has identified a gap in the media-planning process, and its product is set to enhance advertising effectiveness in today's fragmented media landscape.
On behalf of the MediaDNA consortium, Millward Brown surveyed 5,000 respondents aged between 16 and 64.
The respondents were asked to give their views on the country's leading 85 media brands across a portfolio of national newspapers, consumer magazines, radio stations, TV channels and TV programmes. The portfolio includes ITV, Channel 4, The Simpsons, The Sun, the Daily Telegraph, The Guardian, Capital FM, Heart FM, OK!, GQ and Marie Claire.
By using MediaDNA, a brand's characteristics can be matched using three channels: brand personality, brand image and brand positioning. A total of 51 criteria for each brand can be identified including fussy, calm, clever, firm, playful, sensible and over-complicated.
Frank Harrison, director of strategic resources at Zenith, said: "MediaDNA allows us to tune into the mindset of consumers by aligning advertised brands with media image and personality profiles. We believe this will raise receptivity to advertising."
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