It is important not to think of billboards or signage as "static" simply because they don't have temporal dimensions like TV commercials. Although these ads don't move, they must move the consumer's mind through the ad to create an effective advertising experience, often in just a few seconds!

Ameritest uses our Out-of-Home Ad Pre-Test ad model (the same as Print) to analyze out of home 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. And we can help answer critical questions like, "Can drivers get the message before the off-ramp?"

The Ameritest full Out of Home Ad Pre-Test includes the following:

• Ameritest Report Card Measures: Attention, Brand Linkage, and Motivation
• Ameritest Verbal Diagnostics: Liking/Entertainment, and Communication
• Ameritest Picture Sorts® (Propietary Visual Diagnostics): Flow of Attention®, Stickiness, Flow of Emotion®, and Flow of Meaning™
• Ameritest Copy Sorts™ (Proprietary Verbal Diagnostics): Copy Recall™ and Copy Relevance™

The Ameritest Out of Home Pre-Test system provides our clients a competitive advantage in being able to understand and improve their out of home advertising's performance. Some of the benefits include:

• Clear and actionable results that are invaluable in deciding which executions to run, which to toss, and which 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 executions 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.