Technological advancements and use of techniques such as neuroscience are making innovative, new ad testing methods possible. It is vital that new ad testing methods fundamentally focus on consumers' rational and emotional drivers. A fast emerging new 'neuro' testing method addressing the latter is Implicit Response Testing (IRT). Facial coding is an effective new method of measuring emotional response to advertising. Mobile technologies are also enabling new testing opportunities, and biometric methods are deepening our understanding of the role of audio in advertising. It is important to note that the emergence of neuroscience in marketing is still very much a fledgling field and must be approached with caution and appropriate rigour.
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.