Ad testing is used to determine whether advertising creative (digital, TV, print, radio or any other format) will be successful once it is live.
Survey participants are shown an ad (which may be an initial idea, a storyboard or a final execution) and then answer a series of questions about it.
Results are used to shortlist (pick a winning creative from several candidates), to optimise (use the findings to improve the creative) or to predict performance (demonstrating the likely impact of the creative on brand awareness, consideration or sales).
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On-Demand Masterclass with Mike Follet from Lumen, explaining why in-context creative testing makes comms more attractive and efficient.