Ad effectiveness testing
To inform creative optimization by determining which ads perform best and worst in driving awareness, perceptions, interest, preference and purchase.
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Key Questions Answered:
Which ads should you increase frequency of? Which ads should you retire?
Which parts of your ads get the most/least attention?
Which ads generate the greatest subconscious reactions – excitement, engagement?
Which drive the most actions?
Which ads drive the most lift in awareness, perceptions, interest, preference and likelihood to purchase?
The Paradoxes approach:
Pre/post analysis
Sectional image testing
In-market testing
Showcase
Experiences tested – overview
Example 1.
Test results
Example 2.
Ad effectiveness testing
To inform creative optimization by determining which ads perform best and worst in driving awareness, perceptions, interest, preference and purchase.
Key Questions Answered:1
Which ads should you increase frequency of? Which ads should you retire?
Which parts of your ads get the most/least attention?
Which ads generate the greatest subconscious reactions – excitement, engagement?
Which drive the most actions?
Which ads drive the most lift in awareness, perceptions, interest, preference and likelihood to purchase?
The Paradoxes approach:
Pre/post analysis
Sectional image testing
In-market testing
Showcase
Experiences tested – overview
Example 1.
Test results
Example 2.