Evaluate and optimize digital campaign components
The challenge
Our client wanted to understand which digital ad executions which parts of their digital campaign were most effective in reaching both male and female target audiences.
How we got there
Our Ad-Vance solution starts with unenforced exposure, where respondents decide if and how long they wish to engage with the ad being tested. We then evaluate the ability of the ad’s message and the brand to stick in the memory using aided recall techniques.
Our next step is to evaluate each ad in isolation using the latest advertising theory and validation techniques. We benchmark respondents’ reaction to the ad against a rich ad response database memory using aided recall techniques.
The results
of this
Ad-Vance study
- Our approached enabled the marketing team to quickly understand the strengths and weaknesses of the 12 ads within the digital campaign. Initially none of the ads resonated with either audience.
- Continuous iterative testing and optimization guided the creative team towards the final executions.
- The resulting group of ads not only resonated with the target audiences, but motivated them as well.
Evaluate and optimize digital campaign components with Ad-Vance
- Rapid testing of multiple digital ad executions
- Assess each ad’s memorability
- Benchmark reactions to each ad against a rich ad response database
- Inform the creative and iterative process to optimize ad performance
