Advertising Testing

Test and track the effectiveness of advertising across any channel, platform or format.

The 3 C’s predict advertising success

Captivate

Does it attract and retain attention, and engage in an emotional way?

Connect

Does it leverage unique branding properties to create instant recognition?

Compel

Does it leave a lasting impression which predisposes people toward the brand?

Test advertising across any channel, platform or format

Ad Testing - TV Advertising
Video - Ad
Ad Testing - Video Content
Video - Content
Ad Testing - Digital Display
Digital Display
Ad Testing - Outdoor Advertising OOH
Outdoor
Ad Testing - Print
Print
Ad Testing - Radio
Radio
Ad Testing - Campaign
Campaign

Test at any stage of the creative development process

Ad Testing - Pre-testing early stage addvertising

Idea/Concept

Which ideas, concepts or territories have the most potential?

Ad Testing - Early edits

Production

How can early cuts be optimized prior to final editing?

Ad Testing - Pre-media

Pre-Media

Is the ad strong enough to run? How should we plan our media?

Ad Testing - Post campaign performance

Post-Campaign

Can the ad be run again? How does it perform in other markets?

Ad Testing - In-market ad tracking

In-Market

Is the ad getting noticed? Is creative efficiency declining over time?

We offer 3 tiers to choose from when configuring a test

Advertising Testing metrics - Performance SummaryAdvertising Testing metrics - Attraction DiagnosisAdvertising Testing metrics - Branding DiagnosisAdvertising Testing metrics - Impressions (prompted)Advertising Testing metrics - Media Diagnosis

Performance Summary
The 3 C’s are the building blocks of effective advertising, diagnosing the behavioral and psychological drivers of decision-making.

Metrics:
  • Cubery Rating: Captivate, Connect & Compel
  • Captivate: Attraction, Interest & Likeability
  • Connect: Integration, Prominence, Fit, Cues & Uniqueness
  • Compel: Feeling, Difference & Persuasion
Attraction Diagnosis
Does the ad stand out and get people’s attention?

Metrics:
  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Branding Diagnosis
Will advertising memories be connected to the brand?

Metrics:
  • Integration
  • Prominence
  • Fit
  • Cues
  • Uniqueness
Impressions
Does the ad convey intended impressions about the brand?

Metrics:
  • 5 x tailored statements
Media Diagnosis
How effective has media targeting, frequency and weight of expenditure been?

Metrics:
  • Awareness (Reach)
  • Frequency
  • Wearout
Advertising Testing metrics - Rational DiagnosisAdvertising Testing metrics - Associations

Diagnose includes all Evaluate metrics, plus:

Rational Diagnosis
How persuasive is the information conveyed about the brand?

Metrics:
  • New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Likes
What aspects of the ad are people most positive toward?
(Open-ended)
Dislikes
What aspects of the ad are people most negative toward?
(Open-ended)
Associations
What 3 words would people use to describe the brand after seeing/hearing the ad?
(Open-ended)
Advertising Testing metrics - Emotion diagnosisAdvertising Testing metrics - Impressions (spontaneous)Advertising Testing metrics - StandoutAdvertising Testing metrics - AssetsAdvertising Testing metrics - Playback

Optimize includes all Evaluate & Diagnose metrics, plus:

Emotion Diagnosis
What emotions does the ad leave people feeling? Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
Impressions
What impressions does the ad leave people with about the brand?
(Open-ended)
Standout
What elements stuck in people’s minds the most from the ad?
(Open-ended)
Assets
What distinctive assets from the ad were recognized by people?
(Open-ended)
Playback
What do people recall seeing/hearing from the ad and how do they interpret it all fitting together?
(Open-ended)

Deliverables

Online Dashboard

All your tests will be housed in an intuitive and easy-to-use dashboard, meaning historical data is never lost and always available at your fingertips.

Tailored Report

Our team of consultants will prepare a tailored report for your test, providing you with in-depth analysis, insights and recommendations.

Not sure what solution is right for you?
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Our latest thinking

We offer 3 tiers to choose from when configuring a test

Advertising Testing - Ad Research Insights for Evaluate Tier

Performance Summary
The 3 C’s are the building blocks of effective advertising, diagnosing the behavioral and psychological drivers of decision-making.

Metrics:
  • Cubery Rating: Captivate, Connect & Compel
  • Captivate: Attraction, Interest & Likeability
  • Connect: Integration, Prominence, Fit, Cues & Uniqueness
  • Compel: Feeling, Difference & Persuasion
Attraction Diagnosis
Does the ad stand out and get people’s attention?

Metrics:
  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Branding Diagnosis
Will advertising memories be connected to the brand?

Metrics:
  • Integration
  • Prominence
  • Fit
  • Cues
  • Uniqueness
Impressions
Does the ad convey intended impressions about the brand?

Metrics:
  • 5 x tailored statements
Media Diagnosis
How effective has media targeting, frequency and weight of expenditure been?

Metrics:
  • Awareness (Reach)
  • Frequency
  • Wearout
Advertising Testing - Ad Research Insights for Diagnose Tier

Diagnose includes all Evaluate metrics, plus:

Rational Diagnosis
How persuasive is the information conveyed about the brand?

Metrics:
  • New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Likes
What aspects of the ad are people most positive toward?
(Open-ended)
Dislikes
What aspects of the ad are people most negative toward?
(Open-ended)
Associations
What 3 words would people use to describe the brand after seeing/hearing the ad?
(Open-ended)
Advertising Testing - Ad Research Insights for Optimize Tier

Optimize includes all Evaluate & Diagnose metrics, plus:

Emotion Diagnosis
What emotions does the ad leave people feeling? Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
Impressions
What impressions does the ad leave people with about the brand?
(Open-ended)
Standout
What elements stuck in people’s minds the most from the ad?
(Open-ended)
Assets
What distinctive assets from the ad were recognized by people?
(Open-ended)
Playback
What do people recall seeing/hearing from the ad and how do they interpret it all fitting together?
(Open-ended)