Ameritest Digital Ad Pre-Test
Web advertising, with all degrees of creative freedom the internet provides, is chameleon-like in that it is able to emulate any of the other types of media. Like TV commercials, web ads use motivating images and visual novelty to attract attention. Like print, web ads try to engage consumer interest while consumers are reading. Like direct response ads, web ads call for an immediate action - just click the image!
Ameritest uses our Digital Pre-Test Ad Model to analyze web advertising as a dynamic medium. We are able to present our clients with detailed stories describing how their ads are performing; why their ads are performing the way they are, and (in some cases) where an ad can be changed to improve performance.
The Ameritest Digital Ad Pre-test provides full visual and verbal diagnostics in order to understand why the ads perform as they do, as well as insights on how to optimize the performance of the ads. Competitive clutter ad scores are also gathered. It is the equivalent of the normal Ameritest TV or print ad pre-test and deliverables include:
- Ameritest Report Card Measures: Attention, Brand Linkage, Motivation, and Click-through rate
- Ameritest Verbal Diagnostics: Liking/Entertainment and Communication
- Ameritest Picture Sorts® (Proprietary Visual Diagnostics): Flow of Attention®, Stickiness, Flow of Emotion® and Flow of Meaning™
- Ameritest Copy Sorts™ (Proprietary Verbal Diagnostics): Copy Recall™ and Copy Relevance™
Ameritest also offers a filter test in which several ads are tested together in order to determine the strongest ads among a group of ads. It uses a standard series of key ad performance measures for cross-media comparability, but uses a batch process methodology to lower field costs.
The Ameritest Digital Pre-Test system provides our clients a competitive advantage in being able to understand and improve their digital advertising's performance. Some of the benefits include:
- Clear and actionable results that are invaluable in deciding which ads to run, which ads to toss, and which ads to change.
- Diagnostic measures that can differentiate between the performance of the concept and the performance of the execution. This helps our clients find those, "Diamonds in the Rough": Those ads that can be saved because the concept is good, though the execution may not be.
- Improved advertising over time, because Ameritest uses a heuristic ad model.
Download the white paper to learn more about our Digital Ad Taxonomy.
