What we know about new ad testing methods

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.

Technological advancements and use of neuroscientific techniques such as electroencephalography (EEG), eye tracking and Implicit Response Testing (IRT) are making innovative, new ad testing methods possible. Facial coding is an effective new method of measuring emotional response to advertising. Mobile and Virtual Reality (VR) technologies are also enabling new testing opportunities.

Definition

New ad testing methods refers to the methodological process of researching advertising during its developmental phase. In particular, this report focusses on recent technological and scientific developments regarding new ad testing methods, and their influence on determining an ad's effectiveness based on consumer responses, feedback, and behaviour.

Key...

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