Ad creative testing
The campaign is ready, and the media budget is many times higher than the cost of a fix. We check on the material itself whether the audience will notice the brand and the message before the money goes on media.
“Will the audience notice what we are paying for before the material goes live?”
Note for decision-makers
- A report per campaign: each creative rated and ranked, with the points where attention drops away and recommended changes.
- The company produces materials in campaign cycles, and the media budget is many times higher than the cost of fixing a creative.
- One attention map a quarter is enough. In that case a tool subscription will do. We will say which one.
- What exactly is meant to be noticed? Without that answer, the attention map does not show whether the result is good.
What you get
- A rating of each creative on six dimensions: attention, cognitive load, memorability, engagement, brand visibility and a composite score for comparing creatives.
- Each dimension separately for the beginning, the end and the whole of the material. An ad that loses attention halfway through needs a different fix from one that does not attract it at all.
- Attention maps as video, not just single frames.
- A commentary on what a given value means against typical results in the category.
- A specific recommendation: what to move, shorten or strengthen.
Where the result comes from
We use a predictive model available on the market, trained on eye-tracking studies with human participants. The model is available to anyone. Our work is what happens around the number: relating it to the category, comparing creatives within a series and a consistent delivery standard.
How the work proceeds
We establish what in the material is meant to be noticed.
We run the model on the material in its target format.
We relate the results to values typical for the category.
We look for a mistake that recurs across the whole series. It matters more than a weak score for a single creative.
We check the report for completeness against a fixed checklist, the same for every delivery.
Where else the same method works
Before buying media: whether the logo, the product and the call to action are where the audience looks.
At the point of sale: shelf, display stand, in-store material. Compliance with the brand book does not guarantee that the material will be noticed.
Before production: choosing between variants while a change still costs nothing.
On screens: landing page, app, checkout screen.
What you can count on
A prediction of where the audience will look and what it will notice. The effect on sales is checked with a test in a real channel, which we help to design.
What the price depends on
The number and type of materials (static or video), the number of campaigns in a cycle, the need for a category comparison and the form of delivery: results only or a report with recommendations. Ongoing monthly work is priced differently from a one-off job.
Let's talk about your case.
The shortest route is one sentence about what you are trying to decide. We will get back to you on whether and how we can help.
Describe the campaign to be checked and the date it goes live.
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