How in-context ad testing upends the insight industry
If you want to know whether your communications attract attention, it is imperative that you test your creative in-context.
But why are so few campaigns tested like this? Why do marketers blithely accept data that is plainly wrong and misleading?
This masterclass, led by Mike Follett – attention expert and founder of an award-winning eye-tracking business – will show you the evidence for in-context ad testing, with particular reference to Alan Hedges Testing to Destruction, which is 47 years old this year.
Speakers
Mike is the Founder of Lumen, the Eye Tracking technology company. He has spent his whole career trying to make communications more effective. He started out at BMP DDB, the agency that invented Account Planning. In 2007, he moved to New York, to start a strategic planning department for Tribal Read more…