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New ad testing methods

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Article

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

News

TOKYO: Coca-Cola collaborated with a UK tech startup to gain more effective research findings, but the brand’s agile consumer insight collaboration offers other brands a model for early stage investment outside of their typical remits.

Article

This article argues that the days of picking just two of the ideal ‘faster, cheaper, better’ are gone, as Reckitt Benckiser has shown that automation can radically change how we test advertising creative.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

News

NEW YORK: Microsoft, the technology giant, is tapping a bespoke digital pre-testing tool which helps ensure its advertising on this channel engages consumers and improves over time.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Article

This article details how Heineken pre-tested a TV commercial for one of its international beer brands with three different methods: a traditional quantitative pre-test and two different neuroscience-led approaches.

Article

This article introduces a series of articles on measuring marketing effectiveness, celebrating the often unseen and unnoticed work of econometricians in determining what advertising works and why.

Research Paper

This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

Article

This article outlines the pros and cons of using copy testing to optimise a campaign, as well as a number of best practice guidelines.

Article

This event report looks at the evolution of comScore's cross-media measurement project.

Article

This event report outlines some of the ways in which automated analytics have helped PepsiCo enhance its marketing.

Article

This article discusses measuring mobile ads with a new passive measurement technique that taps into the unique emotional connection that users have with phones.

Article

This article argues that flexibility and detailed planning are critical to taking full advantage of the predictive nature of real-time research.

Article

This article discusses how the development of the Christmas advert for Boots, the high street retailer and chemist, used facial coding techniques to identify emotional reactions to verbal narratives.

Research Paper

Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process.

Research Paper

This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.

Article

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

Article

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

Article

This article explores multisensory marketing, which can improve memory encoding and trigger desirable brand associations by appealing to different senses.

Research Paper

This paper explores the interplay between survey measures of advertising effectiveness and neuroscience measures and is designed to provide a preliminary answer to whether there is a relationship between the two.

Article

This article explores some of the advances in advertising research which are leading to faster results, which in turn enable faster, better decision making.