Advertising plays an essential role in consumer decision-making, so measuring the effectiveness and efficiency of advertising campaigns is key to ensuring that your brand and its benefits are present in the consumer’s mind. Hence the importance of ad testing.

But what does an effective and efficient campaign mean? It means talking to the consumer in the proper contexts and with the right messages, integrating traditional media with new technologies and trends.

Due to the context in which advertising moves nowadays, a large amount of media, the exceptionally high advertising saturation, the importance of social networks, etc., it is not only about measuring advertising performance but about understanding advertising research within a global communication context. In a context where to be effective and efficient, it is vital to maximizing the consumer’s knowledge of the product or service and, on the other hand, the different points of contact with the consumer (touchpoints). Let’s take a closer look!

 

What is ad tests for?

 

Advertising tests allow us to collect data that measure the effectiveness and efficiency of advertising. Specifically, advertising research accompanies the entire marketing process by helping optimize the strategy, the message, and the selection of the most cost-effective communication channels. These surveys are critical at times of high advertising spending such as at Christmas.

Thus, this type of market research responds to different fields of action:

  • Research into advertising effectiveness and efficiency: measuring a campaign’s impact in terms of its ability to achieve marketing objectives.
  • Message-related research: aims to measure the level of impact and the ability of different advertising pieces to convey a message.
  • Media or communication channel research consists of identifying the best communication channels to deliver a message to the target audience.

Advertising tests are market studies that measure and analyze variables such as the level of acceptance, identification, ability to attract attention, the call to action (CTA), attrition, the meaning of the messages, etc., among others.

Therefore, advertising tests allow us to answer, for example, the following questions:

  • Advertising impact: What is the advertising impact of the campaign? Does it meet expectations? Does it make it better or worse than past campaigns?
  • Brand recognition: What brand is the advertising associated with, and are consumers able to recognize and remember it?
  • Likes and dislikes: What are the most liked and disliked elements, and how can the campaign be improved?
  • Attributes of the campaign: Is the advertising different, credible, and innovative?
  • Understanding the message: What message(s) does it convey, and how do consumers understand them?
  • Brand attributes: What campaign brand image attributes work? Which ones do consumers recognize and value when they see the campaign?
  • Persuasive power: What is the campaign’s compelling force and the predisposition to purchase or consume?
  • Advertising recall and brand recall: How many people remember the campaign? How many people remember the brand that featured it?

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Ad testing methods

 

Depending on the objective of the advertising research and the timing of the campaign, i.e. whether you want to measure the impact and quality of the advertisements BEFORE, DURING, or AFTER the launch of the campaign, you would conduct one or another type of advertising survey:

  • PRETEST advertising: its objective is to measure the impact and quality of the advertisement before the campaign, i.e., to identify the effectiveness of the communication and its possible optimizations before it goes live. Through pretests, advertisers select the best executions, optimize them and ensure that the campaign will get the best return before making significant investments in advertising.
  • POST-TEST advertising: unlike pretesting, its objective is to measure the impact and quality of the advertisement after the campaign has ended. The results of the post-test will determine whether the goals of the effectiveness of the communication have been met, quantify the success of the campaign and identify lessons learned for future communications.
  • AD-TRACKING: advertising tracking consists of tracking the different communications over time, which allows the effectiveness of all advertising campaigns to be measured and how they contribute to the brand’s health. This way, advertisers can see which campaigns have the most impact on an ongoing basis, when the brand is strong, and when it is time to support the brand with new campaigns.

 

What are the advantages of test advertising?

 

Ad testing allows us to identify the performance and ability of campaigns to meet the objectives of the communication strategy. This is relevant considering that the forecast for advertising spending in the RMB by 2026 is 100 billion dollars in the US (according to data from the consultancy firm McKinsey) and that the forecast for digital advertising spending worldwide by 2026 will reach 876 billion US dollars, according to the statistics portal Statista.

The benefits of advertising research include:

  • It allows us to measure the impact of the ad and brand recall.
  • Determine which elements of the campaign work and which elements need to be optimized.
  • Knowing whether the messages are reaching the target audience and whether they are being accepted or rejected.
  • Identify the most profitable media or channels for the brand and product.
  • As well as measuring the correlation between the investment and the objectives achieved.

 

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