Advertising testing is one of the staples of market research as it directly appeals to the measurement and improvements of marketing effectiveness. Ad testing itself comes in a variety of types depending on the specific platform where the advert is in development and implementation.
The purpose of an advert is to create sales, but a good advertising does more than just raising sales value, it awares consumers about the brand and imparts meaning to that brand.
Advertising testing therefore mostly starts with the creative end of the scale looking at concept testing using qualitative research. Various concepts are drawn up and respondents, often in focus groups, but also in direct sensory-emotional depths, describe what they take out of the advert, what they like or don’t like about it and how they think it would affect their behavior. Naturally it’s very difficult for someone to exactly say how they would respond to advertising or which advert they would find most appealing, so researchers take care to introduce the advertising carefully. For instance, hiding the test ad among others, changing the order in which the adverts are shown, giving respondents dials to play with to show interest, or play games like a post-test after the respondents think the testing has finished.
At an initial level, these concept tests can screen out poor adverts those are difficult to understand, but they are often tested before they are fully finished and if can be difficult for respondents to fully imagine the final version. An extension of this type of qualitative testing is qualitative concept development. That is where the research is used iteratively with the creative team to define and refine the ideas. It might start very open and then the design team works up concepts to test, placing them in front of respondents to see how individuals respond neurologically or psychologically to the concepts, then slowing refining and picking winners. This type of iterative development is rare, but is being used more often. With online research it can also be processed into fast-testing to ensure the equal is reflected by small sample quant tests.
The formal testing of advertising which is practically finished is known as pre-testing. This is typically a more quantitative process to evaluate the potential reach and success it can generate. For broadcast advertising, much of the cost is in buying media space so in an advanced form of pre-testing the advertising is tested in a smaller region or area prior to rolling out finally. In this way, the advertising would only be executed if it meets certain goals.
Pre- Post- Test and Control testing
The main testing of advertising is done through a traditional statistical test. It is possible that the collection of advertising to be quite poor but for the advertising itself to have an effect on brand recognition and consideration and other market metrics, almost at a subconscious level, and secondly there is usually an amount of false recognition (around 3-4% in the UK, and up to 5-6% in the US). So to formally measure effectiveness it’s not correct to blindly rely on post-advertising recollection as reported by respondents. Instead measurement is done by a pre- and post- measurement using matched samples. The pre- measurement takes place before the advertising goes live and sets a benchmark. It’s normally constructed carefully to ensure that a range of different awareness and consideration measures are captured firstly without the respondent knowing which company is sponsoring the research, then with prompting to capture additional recollection. The post- measurement then re-measures these details among a sample matched to the pre- sample (matched samples) to ensure statistical replicability. Changes are then made to be constructed directly to the advertising campaign and any other news or information that the advertising generates.
In practice this still might not sufficient to measure the real effect. Changes to the market, or arecent economic or political event or even simple seasonality can cause the post- measurement to change even without any advertising effect. So to control for this a full pre- post- test and control trial can be run. In this design the pre- and post- measures are divided into two areas (typically geographic, such as different locations) – one larger area, the test area where people get to see or hear the advertising and a smaller area – the control – where the advertising is not shown. From this it becomes possible to isolate out the advertising effectiveness from other factors by looking at how measurements changed in the control area compared to how they changed in the test area.
To make this even more effective you can look at test and control areas for different platforms – eg some with radio, some with radio plus poster and so on, so you can start to try to isolate out media effects (generally media has a cumulative effect – that is combined has a bigger effect than either one thing or another separately). Even where there is no formal demarcation it can be possible to infer effectiveness by looking at groups that listen to the radio compared to those who didn’t.
Ad Testing allows you to:
Effectively target key market segments with content that results into resonance.
Get iterative feedback to ensure core messaging sticks, and to share those insights with ad creators and/or stakeholders.
Achieve data-driven confidence when promoting a campaign
Make an informed go or no-go decision when deploying an ad
Evaluate the performance of an ad agency
Get the highest possible ROI out of your ad spend
Predict advertising influence on purchase intent
The following are eight commonly performed ad tests:
Companies need to be worth memorizing if customers are going to consider their products or services. In a recall test, participants see an ad and then wait a specified amount of time before being asked whether they are able to recall a particular ad or product.
A test for persuasion measures the effectiveness of an ad in changing attitudes and intentions. This test assesses brand attitudes before and after ad exposure. Participants answer a series of questions before seeing the proposed advertisement. Then they take a second test to assess how the advertisement changed their attitudes and intentions.
All ads are designed to drive an action or a conversion. This is especially true in the cases of online businesses that rely on click-through and conversion to generate revenue. In a response test, participants receive an ad with a unique identifier (URL string, promo code, phone number, etc.) to track how well the advertisement performs in converting interest to action.
This type of ad test determines which attributes and features the ad is successfully communicating. For instance, a services attribute test might ask whether the ad communicates that a certain computer is reliable or whether it tells more about the highlighted features.
Effective ads communicate the right product or feature benefits to the target market. Benefits might include aspects like comfort, quality, or luxury.
Personal values are a large factor in driving consumer purchase decisions. If a customer is purchasing a car, they may value customer service, vehicle reliability, or the affordability of dealership services. When testing ads it’s important to determine how well an advertisement communicates the personal values of the target market.
HIGHER ORDER VALUES
Advertisements often communicate higher order values, such as accomplishment, piece of mind, or personal satisfaction that resonates much into audience psychology. These higher order values can have great influence on purchase decisions, brand awareness, and market positioning.
This type of ad testing measures how effective an ad is, based on behavioral and attitudinal goals. These goals will vary by ad and include such factors as whether the ad is entertaining to watch, whether the ad is informative, and whether the ad drives consumers to purchase specific a product of service.
Oniyosys provides Advertisement Quality Testing Service for various types of Ads including Banner Ads, Text Ads, Inline Ads, Pop-up Ads, In-text Ads, and Video Ads etc. We report bad quality ads with its screenshots, HTML code and we take the latest fiddler session which helps clients to remove bad quality ads quickly. We also provide testing for bad quality ads on Chrome and Firefox browsers. Our team is equipped with experienced Digital Experts who can rule out every error and possible faults for better conversion.