With consumers being bombarded with more advertising stimuli than ever—on their phones and tablets, on TV and radio, at the movies and just walking around town—it is more important than ever for a company’s advertising materials to break through the clutter, and be attention-getting, clear, and concise.
Our rigorous and sound approach to testing promos, print-ads, and web-ads gives companies the confidence to trust the feedback provided by respondents, while our intelligent analysis, experience, and actionable reporting always home-in on the most crucial takeaways to give marketers the tools they need to perfect their creative materials. In today’s world, marketers oftentimes get only one shot to make a lasting impression. Our tools and experience can help ensure that impression is the best it can be.
TV Promo Testing
Industry: Media and Television
Area of Focus: Ad Effectiveness
Target: Consumers
Method: Quant online survey
Background: A cable and satellite television channel had experienced some audience atrophy for one of its reality-competition shows. As the series prepared for its sixth season on air, our client wanted to understand the key drivers of viewing interest, and whether promos for the show should focus on the competition, the contestants, or the subject matter, in an attempt to get consumers excited about the show again.
Business Questions: Which aspects of the show are most compelling to viewers? What is the key element that differentiates this show from other reality-competition shows? Do different messages resonate with different target audiences?
Approach: Online survey conducted among viewers of the show and heavy category users, in which a variety of promos for the series were tested.
Outcome: Study findings were used to more effectively target heavy category users, home-in on the most compelling elements of the series and the things that differentiate it from other shows in the category, and establish if the primary focus of the promos should be on the competition elements, the contestants, or the host.
In-office TV Ad Assessment
Industry: Consumer goods and services
Area of Focus: Ad Effectiveness
Target: Patients and caregivers
Method: In-person quant interviews (in-situ) with test vs. control methodology
Background: A large retailer wanted to expand its in-store pharmacy customer base. Ads for the company’s new generic prescription medication program were shown in physician office lobbies using our client’s TV content and advertising delivery system. Both companies wanted to understand the effectiveness of the advertising medium for making future content changes and gauging ad buy rates.
Business Questions: How effective is the in-office TV advertising medium in increasing program awareness and intent to utilize the prescription program being advertised?
Approach: In-person quantitative interviews with visitors at physician offices in ten geographically dispersed cities. Interviews were evenly divided among those in Test offices (those showing the ad) and Control offices (not showing the ad).
Outcome: Study findings showed that the ads had positive effect on intent to use the pharmacy program advertised, thus the medium was further utilized by the retailer. Our client also used the findings to market the medium to other potential advertisers.
Micro-site ROI Evaluation
Industry: Pharma, biotech, and healthcare
Area of Focus: Ad Effectiveness
Target: Patients
Method: Quant online survey with test vs. control methodology
Background: A pharma client marketing a treatment for hypertension was working with a large health publisher to promote its product by sponsoring a site area with hypertension-related content. Our client needed metrics to gauge whether this sponsorship was a worthwhile investment.
Business Questions: How well is the micro-site attracting visitors who are in the target market for this product? To what extent does exposure to the sponsored micro-site affect the likelihood that visitors will be prescribed the client’s product?
Approach: Quantitative website intercept survey upon exit from the micro-site area and re-contact surveys eight weeks later. Separate test and control groups were utilized to measure differences by micro-site content type and exposure altogether.
Outcome: The findings were used to calculate the ROI of the sponsorship, leading the client to further its investment. Survey results also allowed for refining of the micro-site content to maximize appeal and motivation to the target audience.
