Australian insights consultancy Fiftyfive5 is launching a creative evaluation framework, Ad Optimi5er, after a year of internal development in partnership with key clients.

Development of the framework used meta-analysis of ten years of data from more than 60 tracking programs, across 24 categories, and was led by Ian Bellerby who has spent twelve years focused on communications testing and campaign evaluation. Performance is measured via ‘an intuitive framework spanning awareness, branding, comprehension and impact’, also identifying how each communication delivers against the creative intent and the impact it will have on viewer behaviour.