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Advertising Testing

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

How do you create winning advertising?

The 3Cs are the building blocks of advertising success and are key to unlocking profitable growth.
The 3cs methodology

Captivate

Emotion and storytelling are central to great advertising – taking people through twists and turns and making them laugh or cry. Character-development, human truths, and music are effective ways of generating engagement.

Just Eat used a famous celebrity (Snoop Dogg), entertaining storyline, and catchy rap rendition to entrance viewers.
Just Eat case study

Connect

Redeploy the brand’s distinctive assets in fresh and topical ways over time (e.g. characters, storylines, slogans, jingles). Use the brand to drive the narrative – feature it during peak emotional moments and present it as the solution to the problem.

Furphy told a story about a “furphy” (furphy = colloquialism for “tall-tale”) – a clever way of ensuring memorability.
Furphy case study

Compel

Focus on conveying only one key message, impression, or idea. The more you try to communicate, the more take-out of everything will be diluted (and lead to confusion). Show how product benefits ladder-up to emotional rewards.

Yorkshire Tea poked fun at brands pandering to social purpose — a playful story which built affinity for the brand
Yorkshire Tea case study

Learn more

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?

Read our guide to early-stage creative testing

We offer 3 tiers to choose from when configuring a test

Each tier builds incrementally (i.e. ‘Diagnose’ includes ‘Evaluate’ metrics, ‘Optimize’ includes all three).
Advertising Testing metrics - Performance SummaryAdvertising Testing metrics - Attraction DiagnosisAdvertising Testing metrics - Branding DiagnosisAdvertising Testing metrics - Impressions (prompted)Advertising Testing metrics - AttributionAdvertising Testing metrics - Media DiagnosisAdvertising Testing metrics - Custom Open-Ended Question

Performance
Cubery Rating
How effective is the ad overall? This is a composite metric made up of: Captivate, Connect, and Compel.

Captivate
Does the ad stand out and elicit a positive emotional response? Metrics:
  • Attraction: Does the ad stand out and get people’s attention?
  • Interest: Is the ad interesting?
  • Likeability: Is the ad liked?

Connect (Branding)
Does the ad seamlessly connect to the brand? Metrics:
  • Fit: Alignment with people’s expectations of the brand.
  • Cues: Deployment of established branding properties.
  • Attribution: Transference of associations and feelings unique to the brand.
  • Integration: Brand having a memorable role.

Compel
Does the ad predispose people toward the brand? Metrics:
  • Feeling: Does the ad generate positive feelings and an emotional attachment to the brand?
  • Difference: Does the ad differentiate the brand from others?
  • Persuasion: Does the ad positively influence stated behavior?
Attraction
Does the ad stand out and get people’s attention? Metrics:
  • Unique/Distinctive
  • Annoying/Irritating
  • Nice/Pleasant
  • Dull/Boring
Connect (Branding)
Will advertising memories be connected to the brand? Metrics:
  • Fit: Alignment with people’s expectations of the brand.
  • Cues: Deployment of established branding properties.
  • Attribution: Transference of associations and feelings unique to the brand.
  • Integration: Brand having a memorable role.
Impressions
Does the ad convey the desired impressions about the brand? Metrics:
  • 5x tailored statements
Branding Balance
Does brand attribution skew in favor of the masterbrand or variant?
Media (in-market)
  • Awareness: Have people seen/heard the ad recently?
  • Frequency: How many times have people seen/heard the ad recently?
  • Wearout: Are people getting tired of seeing/hearing the ad?
Custom open-ended question*
Diagnosis of an area of interest not otherwise covered by the core metrics.
*Additional cost
Advertising Testing metrics - Rational DiagnosisAdvertising Testing metrics - Associations

Diagnose includes all Evaluate metrics, plus:

Rational
How persuasive is the information conveyed about the brand? Metrics:
  • New
  • Different
  • Believable
  • Relevant
  • Clarity
Likes (open-ended)
What aspects are people most positive toward?
Dislikes (open-ended)
What aspects are people most negative toward?
Associations (open-ended)
What 3 words would people use to describe the brand?
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
What emotions does the ad leave people feeling? Metrics:
  • Diagnosis of both positive and negative emotions (20 in total) across a high to low arousal continuum.
Impressions (open-ended)
What impressions are people left with about the brand?
Standout (open-ended)
What elements stuck in people’s minds the most?
Note: Only asked for non-video stimulus.
Assets (open-ended)
What distinctive branding properties did people recognize?
Playback (open-ended)
What did people recall seeing/hearing, and how was it all interpreted as fitting together?
Note: Only asked for video stimulus.
Can I see an example report for an advertising test?
Get in touch and we'll send through a real-life case study so you know exactly what to expect when commissioning a test with us.

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