For advertisers, the changing media landscape means there are more ways to reach consumers with advertising than ever before, with a steady shift to online formats. At the same time, ad budgets have barely grown and development timelines have reduced. In this demanding new environment, advertisers and agencies need fresh approaches to ad-testing in order to:
Boost efficiency (cost and time)
Leverage learnings across media
Mine insights across and within ads and campaigns
Accommodate new and emerging ad formats
Advertisers now need earlier-stage, media agnostic ad concept tests and more efficient screening of final creative, with tighter integration of pre-testing and in-market performance learnings.
Ad-testing that’s flexible, efficient in every way and just plain fast
GfK has responded to these needs with a comprehensive and dynamic learning system, Ad Fit Optimizer. It is a breakthrough approach that combines speed, low cost and behavioural measurement.
Using intuitive assessment criteria to deliver:
Early concept and creative evaluation
Low-cost, fast-turnaround screening of finished and semi-finished ads
A consistent framework for evaluating different advertising media in natural environments
“This is the ad-testing breakthrough I was looking for – flexible, efficient in every way, and just plain fast. Kudos to GfK for delivering a truly digital solution.”
–Josh Billig, Microsoft
This flexible system accommodates not just TV ads, but all forms of online advertising, including video (pre-roll, in-text and in-banner), banners and rich media advertising.
The screening is performed not only across a range of regular, mobile and social media online environments, but also:
Regular web page and mobile site environments to test a range of shapes and sizes of static, animated and rich media banners, as well as in-text video
A Facebook-like mobile environment to test a variety of social media ad formats
A pre-roll-type environment to test video ads across a range of screen sizes
How is it different to ‘normal’ ad-testing?
In line with the latest thinking in cognitive psychology, viewer exposure