The system tracks movements in consumer awareness, attitude, favourability, purchase intent or preference based on exposure to an ad campaign. It also identifies which attributes of an ad are driving performance.

Online Brand Effect includes elements of brand effectiveness measurement from Vizu, which Nielsen acquired in July, and it is already available in the US and Australia.

Pilot users in the UK have included the FT. Alistair Smith, global insight manager at the newspaper said: “Our use of Online Brand Effect studies on behalf of a number of global advertising clients has helped us demonstrate the effectiveness of FT.com in building and improving brand awareness with an influential business audience. Having previously relied heavily on click-through rates, the tool allows advertisers to see an immediate response to their branding campaigns.”