Ameritest
| Company type | Private |
|---|---|
| Industry | Advertising research, Market research |
| Founded | 1990 in Chicago, United States |
| Founder | Charles E. Young |
| Headquarters | Albuquerque , United States |
Area served | Worldwide |
| Products | Advertising effectiveness research, Heuristic models for ad evaluation |
| Website | www |
Ameritest is a global advertising research organization based in Albuquerque, New Mexico, specializing in comprehensive market analysis of advertising strategies and executions worldwide.
Established in 1990 in Chicago by Charles E. Young, Ameritest (operating as CY Research) utilizes predominantly visual and non-verbal techniques to evaluate the effectiveness of advertisements across various platforms such as television, print, direct response, packaging, digital media, and branded entertainment.
Heuristic Models
At the heart of Ameritest’s methodology are heuristic frameworks created by Young to examine the performance and underlying reasons behind ad success. These models serve as a bridge between evaluative report card systems and detailed diagnostic assessments to enhance advertising impact.
The company’s television heuristic model measures audience responses to dynamic media formats including TV broadcasts, online videos, films, and branded content. Meanwhile, their print heuristic model focuses on static media such as newspapers, magazines, direct mail, catalogs, and outdoor advertisements.
Awards
Ameritest has been recognized with six David Ogilvy Research Awards, notably receiving the Grand Award for IBM’s “Blue Letterbox” initiative.
- Grand Ogilvy Award for IBM Infrastructure Campaign in 2003
- Gold Medallion in the Considered Purchase Category in 2003
- Silver Medallions awarded for campaigns including E-Business (2000), Unilever HRC (1998), Just My Size (1997), and L'eggs pre-testing (1996)
Articles and Editorials
The firm has contributed thought leadership to respected industry journals such as the Harvard Business Review and the Journal of Advertising Research, focusing on branding strategies and advertising measurement techniques. Founder Charles E. Young has also penned editorials for Advertising Age promoting increased agency participation in research and questioning the reliability of conventional ad recall testing.
Conferences
Ameritest has showcased its expertise at prominent industry gatherings including ESOMAR conferences, the ARF “ReThink” exhibition in 2005, and the Consumer Engagement Conference in 2006, highlighting their proficiency in brand evaluation and consumer interaction metrics.