When you see your digital-campaign results, how do you know if your creative is driving performance (or the lack thereof) or the media is? The answer is to systemize the process with creative testing. Then, you can develop creative best practices using the results.
Unlike in-market testing, where both creative and placement are variables, creative testing only analyzes the creative, keeping placements constant. We look for lifts in both brand recall and intent to measure the impact of the creative. If the ad creative fails, we go back to the drawing board. As consumers spend more time online, budgets are following them, so why not crunch as much data as you can before spending significant resources on online media?
So.... So how do you know if you're making the most of your banner campaign?
Do you have any comments or answers that you’d love to share with us? Then please do by using the comment box below. Remember that your comments and answers are highly welcomed and appreciated.