Digital marketing moves fast. CMOs need to captivate audiences and drive meaningful brand engagement but face real uncertainty. That's where Creative Pre-Testing comes in. This article will show you the data behind Creative Pre-Testing's impact on campaign performance.
There's no doubt about it, this creative is not shy. The branding is borderline shouty, but some friendly banter helps engage viewers. This months winning creative was the Xfinity ad, demonstrating a high likelihood of driving incremental awareness.
A global program to optimize Google's brand marketing through creative testing and optimization
Google Search developed a concept strategy that leveraged the NFL Sunday Ticket, featuring famous NFL players, to promote its Google Search functionality (Google Lens). The team wanted to understand the concepts’ potential impact on the KPI and how to optimize it.
To measure the impact of the custom content, we built a simulated Guardian experience, featuring 140 different “Pegasus” approved articles. Respondents could choose an article to read, triggering the contextual elements of the ad and replicating the contextual relevance of the true ad.