The acquisition will expand the range of advertising tools on the Dynata Platform, including creative testing capabilities to help measure the effectiveness of communications.

Other features include enhanced early-stage image and message development, audience activation and advertising campaign optimisation.

Dynata Platform provide first-party data and dashboard reporting on media effectiveness across channels including social, over-the-top, mobile and digital.

Ameritest, which is headquartered in Albuquerque, US, has existed for 30 years and focuses on measuring and optimising brand images.

Gary Laben, chief executive of Dynata, said: “By adding Ameritest’s creative testing capabilities, we will ensure that our clients’ campaigns meet their consumers in the market with the right message at the right time and on the right platform for maximum engagement.”

Chuck Young, founder of Ameritest, said: “For more than 30 years, we’ve helped our clients grow their brands and drive advertising return on investment with our research.

“We're excited to join Dynata and expand our ability to provide fast, actionable, data-driven advertising research solutions.”