An invention is not complete until it has gone through several prototypes. A writer goes through many edits before publishing a book. And you most certainly wouldn’t purchase a car before test driving it. There’s a common theme here; trial and error. It is for this reason that ad testing is such an important part of the advertising process. Here are the top three reasons why you should be testing your spots before selecting which one will air nationally.
Avoid PR Nightmares
Unfortunately, sometimes advertisers are unaware that their ad is problematic until it’s too late. Don’t let a PR snafu wreck your brand identity! Test your ads so that you can get learn early on if people will take offense to the ad’s message.
For example, some people found Nivea’s “Re-civilize yourself” ad campaign to be racist. The ad featured an African-American man, so thus, they found the slogan to imply that African-American men are uncivilized. With the proper ad testing, Nivea could have avoided this. Using open-ended questions in their survey design, they could have gotten a better read on people’s feelings towards the ad.
Pick the Winner
If you’ve produced several versions of the same ad, you may find it difficult to decide which ad will go to market. Let ad testing help pick the winner for you! In conducting market research, you can compare all the spots against each other to see which ad performed across all types of metrics, such as believability, likelihood to purchase, or whatever your ultimate advertising goal may be.
Our study comparing two ad spots, a qualitative comparison of Rubio, Underwood, and Bush’s campaign ads gives us a clear demonstration of the “winning” ad. It is crystal clear that Rubio and Underwood outperformed Bush. While Rubio had higher performance among engagement metrics, Underwood’s ad performed better across all other metrics.
Continuously Improve Your Commercial
Even if an advertisement is already good, testing can make it great. No matter how good an ad already is, even the smallest of tweaks can strengthen message delivery and increase engagement. Maybe you want to recreate the success of a good campaign. Testing can reveal which components of the ad are working the best. If the ad itself is well perceived, but it isn’t converting into any real sales or brand engagement, testing can troubleshoot the problem. You can find out how our clients use our reaction graphs to continuously improve their spots here.
Want to take your ads to the next level? Spot Trender can help you make positive changes to your brand’s ads. Spot Trender is a full-service ad testing company – we help our clients test their concepts/storyboards all the way to post-produced spots. Contact us now. We’ll work with you to craft powerful messages. You can call us at 800-755-5790 or email us.