Site enables consumers to talk back to commercials

As any broadcast advertiser knows, sales figures only tell a part of the story of the success of television campaigns because the medium is essentially one-way communication. The social nature of the web is increasingly giving consumers a say and AdYapper’s platform aims to provide this kind of open communication for those working in television advertising. Visitors to the site can watch, up- or down-vote and give their opinion on creative ads. By letting viewers join the discussion, broadcast advertisers can gain insight into the reasons why their campaign failed or succeeded.