UK media technology company OneSoon has released its advertising analytics product Adalyser to Australian & NZ advertisers and media agencies.

Adalyser is a cloud-based advertising analysis tool that uses statistical models to automatically match media investment to leads and sales. Graphs, charts and reporting tools let the user visualise the results easily so they can precisely understand their ROI.

“In 2009 we were advertising a mobile messaging service for consumers looking to buy or sell their car,” says OneSoon md Richard Taylor-Carr.

“When we started advertising on TV, we saw big spikes in sales each time our advertisement aired. Our media agency was able to provide excel reporting, but it took them time and a lot of effort to perform the matching and the reporting was a little clunky.

“What we wanted was a near real-time easy to use analysis tool that could match leads and sales back to spots and insertions. We wanted an overall view of how media investment was driving people online and wanted to drill down to find what exactly was most effective.”

Two years on and Adalyser is in use by more than 300 advertisers throughout the UK and Europe. OneSoon estimates that during 2012, over £500 million worth of adspend will be processed by Adalyser systems.

“Agencies are 100% committed to measuring advertising performance. By offering greater transparency and accountability they win more business while retaining more client accounts. Being able to get the performance picture so granular offers massive benefits to the advertisers who can then fine tune their media spend to hit the right spots, channels, day parts or programme on TV and radio, and better understand creative choices and placements for print-based advertising.”

OneSoon’s partner, Commercial Monitors, will be supporting Adalyser clients in Australia and New Zealand.

Adalyser is available now for clients in Australia & NZ by contacting Commercial Monitors on +61 3 9555 9850 (www.commercialmonitors.com.au).