Beetlebrow builds ad rating gizmo

Incisive Media, owners of over 100 IT and business magazine titles in the UK, recently commissioned Beetlebrow to build them a site, to be called the Ad Reactor, where its readers could rate adverts and leave comments. The site was soft-launched this week at http://www.adreactor.co.uk/

This first version is aimed at the Financial Business market, with all of the adverts and raters coming from IFA Online. There are plans to roll out the gizmo to other web sites and magazines in the Incisive stable.

The Ad Reactor is designed to be friendly and fun to use, with lots of ad promos throughout the site, so there are always more ads to rate, a My Ratings page where you can check how you're doing compared to other raters, an interactive rating "stars" mechanism and a monthly prize draw for people leaving ratings.

Adverts are rated in each of three categories - Creativity, Memorability and Effectiveness - which will allow agencies and advertisers to see how well the adverts they have paid for are doing in the eyes of the intended audience.

If the service takes off, it could provide invaluable feedback and information to advertisers and agencies, as well as to Incisive themselves, and might even improve the overall quality of online advertising. In the mean time you'll be able to win a variety of prizes, while your best comments are displayed on the site for all to see.