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Make your advertising work better through pre-testing its effect

Provided by Time Inc. UK
Find out from your customers what your print and internet advertising is really saying before spending your campaign budget.

Tell us about the Opportunity / What is it?

Testing magazine display advertising before it is printed is uncommon. Previously it has been expensive, difficult to organise, difficult to find willing respondents and leadtimes have been so long it's not been practical. But great news - that's all changed. Evaluating how impactful and communicative an advert is before media pounds are pumped into it is a great insight because the advert can be changed to work better. Or if there's not enough time to do that before the first insertion, then do it for later insertions or input the research findings into your next campaign

What is the Marketing Objective?

Improve your ad awareness, effect and ROI by running ads which have impact, a clear message, emotional contact and work better.

How does it work?

Magazine and on-line adverts are displayed at a url to 500 UK women. They click their mouse on screen, where they are looking to record an eye-track path and hot spots movie of attention grabbing elements. This is correlated to a full and bespoke questionnaire. You'll find out which areas they look at, for how long, what they like/dislike, emotional contact, brand image +/-, and what your ad really says to them, rather than what you think it might be saying. It's innovative, fun and it really works.

Who's used it in the past?

It really works (plenty of case studies available). Not many advertisers in the UK test ads before they run do it (although many in Europe do). Another good use for UK marketers is to push-back on pan-European creative or multi-roster-agency creative which is not synergistic with other media, with robust researched proof that ads could do better - usually quite easily.

Features / Benefits

Evaluate how impactful and communicative your magazine and on-line adverts are before media pounds are pumped into them. Use the results to make even small changes, and you will make your adverts flow better, have a clearer communication with readers/viewers, generate higher awareness, higher click-through rates, better emotional contact and boost sales - all to the benefit of your ROI. It's very easy, it's cost effective and it's very quick to do with IPC's new on-line testing system.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kMagazine reading and internet using UK women
25 - 34
35 - 44
Female
AB
ABC1
MAGS / CONSUMER
ONLINE
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSRESEARCH
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