Ad testing is a basic tool to evaluate if the advert is consistent with the objectives of client’s marketing strategy. As a result, it might show the direction in which you should go with your campaign. But, it can also indicate the potential customers’ perceptions, reflections or preferences. And all of these BEFORE your campaign is launched! This prevents brands from inadequate concepts and ineffective campaigns.
How does it work?
An advertising agency shows to the client approximately three concepts or ad versions to develop. Performing the ad testing at this stage ensures that the developed concept is the most relevant. As a result, the funds spent for advertising space or airtime are more likely to bring the expected results. Such strategy is worth the effort because the costs of the basic marketing research are relatively small in comparison with the costs of the campaign.
How does Stratega perform ad testing?
Stratega Company specializes in ad testing using qualitative and quantitative market research. Research methods used by Stratega allow the evaluation of advertising in any format, and at any stage of preparation.
We have experience in the research on the caimpaign concepts. We use sessions of brainstorming, but also test story boards, finished ads, different versions of key visuals and images used in visual ads, lecturers, video and sound ads.
The market research agency Stratega cooperates with advertising agencies and advertisers interested in the highest quality and effectiveness of their advertising. We perform audits of the effectiveness of advertising campaigns, we identify the best advertising channels and we also indicate how much memorized was the advertising message.
To test ads, we use either single or multiple ad testing recruiting respondents to participate in, for example, CATI, focus groups , or IDIs. If you’re interested in the methodology we could offer to test your ad concepts, contact us!