Advertising Testing
Creative & Advertising Testing Agency for Optimising ROI
Advertising Testing
The impact of an advertising campaign can be huge – a surge in sales, an increase in awareness, a change in perceptions and a boost to brand growth. But a campaign that falls flat can be devastating both to your pocket and to your brand reputation.
Ad testing (or pre-testing as it is sometimes known) and campaign testing are about ironing out any creative issues before you launch. It’s about testing your creative ideas and understanding how you’re connecting with your key audience. It is about gleaning valuable insight, allowing you to make game-changing tweaks before you launch.
Competition for consumer attention is fiercer than ever. Every day, people are bombarded with endless messages and stimuli across computers, tablets, and mobile screens. That’s why your advertising must cut through the noise and deliver real impac Ultimately it is about increasing your advertising effectiveness and increasing the odds of success. That’s why we developed our innovative advertising testing tool – AdProbe.
AdProbe: Our innovative ad testing approach blends both pioneering and trusted advertising metrics that can be applied from the creative development phase right through to live testing.
As an award-winning team of advertising insight specialists, you will find we are collaborative, intuitive and responsive. We bring an exciting level of expertise and energy to every project. When it comes to advertising research, our knowledge helps you avoid expensive mistakes and improve the overall effectiveness of your ad campaign.
AdProbe is ideal for all media types and creative testing. Creative testing includes; TV, radio and press, social media, Youtube, digital advertising and online.
Benefits of Advertising Testing?
- Ensures your advertising is optimised before launch. Maximise ROI & avoid mistakes
Advertising Effectiveness Metrics
The AdProbe approach measures important advertising effectiveness KPI that drive the overall performance of the advertising and include:
Attention
Attention (aka Impact) is a measure of whether the Ad has the power to grab the viewer’s attention. Alongside this, we measure Ad originality and uniqueness.
Enjoyment
Enjoyment refers to the engagement the viewer has towards the subject and advertising This could indicate the possible longevity of the Ad and if viewers will watch beyond the first exposure!
Stickiness
Stickiness is a measure of ability of the advert to be remembered. Stickiness is often driven by Relevance (of the Advert to the viewer) and Creativity.
Emotion
Emotion is the fuel that drives most advertising. Without emotion advertising will often fail to generate change in perceptions or behaviours.
Impact into Action
Impact into Action is arguably the most important metric of all. It assesses the power of Advertising to change viewer perceptions and behaviours around the product/service in question.
BUZZ
BUZZ is a measure of the Ad’s power beyond entertainment but encouraging viewers to talk about it! Buzz is the driver of Word of Mouth and is a reflection of the Creativity and Social Appeal of advert.
The Power of Benchmarking
We analyse hundreds of advertising campaigns across different media – all to help you understand the drivers of successful TV advertising and advertising performance.
The accumulation of all of our research findings goes into our AdProbe database – allowing you to understand how your Ad compares with others for meaningful benchmarking.
See the Prince’s Trust example.
Creative of advertising testing evaluates the effectiveness of marketing concepts, messages, and visuals before full launch. It measures audience reactions, engagement, and emotional impact. This process helps brands refine creative assets, improve performance, and ensures the campaign drives attention and recall, and delivers against the campaign objectives.
Best Metrics for Ad Testing?
A recent analysis of our brand database shows that the most powerful Ads are memorable and evoke strong Emotions.
Our research has shown a strong and clear relationship between many of our brand effectiveness metrics including Attention, Buzz, Emotion and Impact into Action.
Buzz refers to the power of advertising, going beyond entertainment but encouraging others to talk about it! We have identified this as a strong predictor of Enjoyment and overall Positive Emotion felt by the viewer towards the Ad. It is also often linked to creativity and the social appeal of advertising.
We have also seen that relevance has a very strong relationship with Impact into Action which is arguably the most important metric and it aims to assess the power of the advertising to change perceptions and behaviours in relation to the product in question!
Our advertising testing and messaging research approach is flexible and can test virtually all marketing materials from TV, Radio, Video content through to Social Media and print.
- Brand Advertising
This type of ad focuses on creating awareness and interest in the brand. The result isn’t typically an instant sale. Instead, a business is looking for its consumers to recall their brand whilst shopping or buying later. Brand Advertising executions are slightly different as they tend to focus on telling a story about the business, product or service to generate an appealing brand proposition. - Relationship Building Advertising
Here the aim is to build a relationship, NOT to make an immediate sale. Particularly relevant for businesses where a relationship might already exist and the focus is more on gaining repeat purchasing or greater loyalty. - Direct Sales or Direct Response Advertising
This is very much about creating an engaging call to action to elicit an immediate response – typically ending in a sale. The approach is often used by charities looking to raise money and often uses alarm or time pressures to encourage action on behalf of the viewer.
