Campaign Pretest

Campaign Pretest

When Not Only the Click Counts

“Why pretests for online advertising? We already have click rates…” This has long been the argument when dealing with optimization of online advertising. In display campaigns which unfold branding and image effects, a new feedback channel is necessary for the adjustment. Our campaign pretest for online advertising delivers this information before the launch – for an efficient use of your media budget from the beginning on.

Application range of online advertising pre-tests

Advertising media pretest in two steps

The identification of the best motives, staging and ad-mechanisms in regard to brand image is not possible with click rates. Should the campaign be launched with an optimized creation and mechanism, an aptitude test with the target group is necessary before the campaign. (Our post-test “ROMI online” delivers proof of the actual advertising effects.)

We test campaign designs in two phases: first an in-depth analysis in the lab followed by an online advertising test.

Unequal distribution of attention: relative of viewing time per advertisement

Deep Analysis of a Design in the Lab

Between twenty and thirty representatives of the target group use several websites in our testing facilities. They surf these typical commercial environments under a pretext and thus encounter different advertising media (variants of the campaign and competitors‘ campaigns). Here, the strength of various advertising media attention is measured and compared.

After this, an interview is held to discuss likes and dislikes of motives, ad statements and design. With this, the first hurdle - lack of attention - can be recognized and we understand how the target group notices and judges advertising media. Typical questions include:

  • How many users actually see the advertisements?
  • How long after the advertisement first appears is it seen?
  • How long do users spend on an advertisement?

Typical results with performance values

Online Advertisement Test

Between 500 and 1,000 representatives of the target group are shown embedded variants of the campaign online in online environments. Participants rank and evaluate the campaign based on an extended AIDA model. Additionaly, spontaneous and aided ad recall is recorded and the advertisement evaluated with regard to brand values and the achievement of communication targets. This allows us to:

  • analyze the brand fit and communication performance
  • compare with reference values
  • statistically analyze strength and weakness profiles in terms of performance and image

Reference projects

Yahoo

Contact us

Michael Wörmann

Michael Wörmann

Managing Partner

+49 89 740 420 5560

m.woermann(at)facit-digital.com