How pre-testing can increase your ROI by 900%

Spike Cramphorn

Spike Cramphorn of add+impact puts the financial case for pre-testing ads. He calculates that by discarding ineffective ads, and tweaking others you can make a return of 900% on your research budget.

how pretesting can increase your ROI by 900%

Spike Cramphorn

Suppose someone offered you an investment that would return you five times your money in a year. You would be suspicious and probably end the conversation right there. If he offered to increase it over 10 times you would think him mad, or a fraud.

I want to demonstrate that the returns for those who pretest their advertising are far greater than this.

First, some basics

Prices vary, but suppose it costs 100,000 to develop a typical ad.

Suppose too that the media spend on the average ad is...

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