Advertising creative test
Understand the impact of your creative concepts to maximise interest and boost sales
An advertising creative test assesses your name, visual or marketing campaign before launch by asking the target audience to evaluate different versions (can include pictures/videos) and analysing which associations, emotions and actions are created. From the insights provided you will have solid foundations to optimise ad spending, improve campaign ROI, and maximise the interest in the new or adjusted creative concepts.
Key insights
By identifying consumers preferences for your product’s visual, name and campaign you will be able to:
Identify the optimal creative version based on key metrics (e.g., believability, brand fit, interest, brand recall and memorability)
Gain brand coherence and concept likability insights
Understand consumers perception, creative concepts’ strengths, weaknesses, performance and perceived call to action
Stand out from the competition by avoiding potential problems such as poor headlines and message misinterpretations
Ad and music likeability
Technical set-up
In an advertising creative test, visuals, names and marketing campaigns are evaluated on a set of attributes.
The results are analysed by comparing the different versions across selected features and through overall ranking (direct ranking with k<10, and Best-worst scoring with k>10 concepts).
Data analysis and reporting
The results from the advertising creative test are analyzed to:
Identify significant differences across features
Evaluate the strengths and weaknesses of each visual/name/video and define the relative evaluation scores
Optionally, a Driver analysis can be added. The resulting Penalty-Reward is used to evaluate the overall importance and impact of the features on concept preference.
Marketing creative campaigns
Learn how we enabled these brands to identify the right creatives
“It was a great experience working with Opeepl. You were able to reach very well and very fast our specific target audience, kids aged 10 to 18 years. I set the project up as a DIY, but whenever I had questions, you were quick to respond and to assist me. It's been a pleasure to work with you”
Corina Letcu
UX Researcher & Innovation Coach
“We had a great experience working with Opeepl for consumer feedback on our creative design. They were able to assist us from end-to-end from concepting through final delivery and were extremely flexible even with our expedited timelines. The insights provided from the research and reporting were crucial to our decision-making process."
Michael Lee
Brand Director
“Opeepl provides a very easy interface and way of reporting compared to other platforms I have used before. We are delighted that Opeepl is capable to provide a better distribution of sample compared to other agencies we have worked with.”
Ashish Verma
Head of Strategy & Insights
“We have used Opeepl to get invaluable consumer insights across multiple countries with a speed that can’t be found elsewhere. It’s insanely fast. Whether we want to assess the awareness of a product or test a new video, Opeepl’s technology enables us to get results from our international markets in a matter of hours. By further segmenting the responses, we found out with which geographies and demographics the ad performed best and are able to further focus the targeting of our digital ads.”
Sean D’Arcy
VP Global Head of Marketing & Distribution
