Named i-Pinpoint, the project begins beta testing next month. According to Jon Gittings, executive director at Manning Gottlieb OMD, it will offer an alternative to more traditional TV planning tools that focus on volume and trading as a measure of effectiveness.
He said: "Barb is all about trading and consumption. People tend to assume that watching TV alone is effective, but we know that's not true. With i-Pinpoint we want to test for things like stickiness and buzz to see how people are influenced by particular brands."
Once i-Pinpoint is up and running, OMD will turn its attention to other media, with an online planning tool the next likely offering, Gittings said. OMD has also invested in a quantitative survey of 10,000 people to gain insight into consumer behaviour and search psychology. Results are due in November.
OMD's modelling agency OMD Metrics is working with brand research agency Hall & Partners on the Influence Response Model, which will look at the correlation between types of influence and return on investment.
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