Message testing: methods that work
Message testing checks what you are going to say before you spend money on saying it well. Most teams test late: they write the copy, produce the ad,…
Message testing checks what you are going to say before you spend money on saying it well. Most teams test late: they write the copy, produce the ad,…
Creative analytics promises to close the loop: tag every element of every ad, join it to performance, and let the data tell you what to make next. The…
Marketing mix modeling is the measurement method that survived the privacy era, and the industry has rediscovered it with the enthusiasm of a team that has run out…
Incrementality testing is the only method that answers the question every other measurement tool dodges: would this conversion have happened anyway? Attribution tells you which touchpoint was nearest…
Concept testing is the step most advertisers skip and then pay for twice. It happens before the shoot, before the edit, before a single pound of media —…
A brand lift study is the measurement brand teams trust most and understand least. It carries the authority of a controlled experiment, it produces a number a CMO…
Ad fatigue is the point where a creative stops earning its impressions. Nothing about the targeting changed, the budget is the same, the offer is the same —…
Copy testing has an image problem. The phrase sounds like something a research department did in 1985 — focus groups behind one-way glass, a moderator with a clipboard,…
Creative testing means testing the ad itself — the hook, the visual, the copy, the call to action — before and while it spends your money. Not the…
