Pre-testing ads at speed

This article describes how ad researchers will need to adapt to a new pace of working and digital creatives must incorporate psychometric measures in order for digital advertising to reach its potential.

Pre-testing ads at speed

Charles YoungAmeritest

If digital advertising is to succeed at high speed, then ad researchers need to adapt to the tempo of digital creatives and digital creatives need to incorporate the psychometric measures that predict whether or not an ad is contributing to brand equity.

In a digital workshop, new creative content is launched and in a few hours meaningful numbers begin to stream onto screens to provide analytics measuring how well the content is working. At the client's behest, two versions are launched in an A/B test and within 48 hours, it's clear that version...

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