Advertising Research
Ad Testing, also known as advertising research, is designed to improve advertising effectiveness. Companies often test their advertising with a subset of a target market before rolling out a campaign to a broader target market. The goal is to save money by optimizing both the message and calls to action before spending advertising dollars.
Ad testing allows you to:
- Determine which market segments to target
- Give input to ad creators to better understand the audience
- Make an informed go or no-go decision
- Evaluate the performance of an ad agency
- Get the highest ROI out of your ad spend
Ad tests work best when you have a clear expectation of the purpose of the ad. Some advertisements are designed to promote awareness, while others look to build a brand or drive behavior. Regardless of the intent, it’s important to define the goal of the advertisement before running tests.