Advertising Testing Formats
Brand Chek tools account for differences in advertising media.
Accounting for media context
If you're like most people, you experience ads differently in different media. Maybe you scroll right past the ads in your Facebook* feed, but watch You Tube* pre-roll ads (even when you can skip them). Maybe you remember TV ads more, because you find the viewing experience to be more focused.
Brand Chek ad testing tools allow advertisers to account for media differences by testing ads in a proper media context. Our tools are built to incorporate the key dynamics of most important media - from feed-based ads on Facebook* and Instagram*, to video pre-roll ads on You Tube*, to TV, and even to print.
Testing feed-based ads
The key dynamic driving recall of ads in feed-based social media posts is 'scan and scroll' behavior. Most users have a technique for quickly sorting through the thousands of posts in their feeds. The #1 challenge is getting noticed. Once you do, however, you may enjoy great engagement, if your message resonates.
Brand Chek ad testing for feed-based media simulates the Facebook*/Instagram* experience. Responents can scroll past ads, or notice them. They can interact (like, comment, share) as they normally would.
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Testing video pre-roll ads
There are two dynamics driving recall of skippable video pre-roll ads. First, the ability to communicate a compelling message in just 6 seconds. Second, the ability to hold the attention of viewers longer than 6 seconds, so that some will continue watching even when they can skip.
Brand Chek ad testing for pre-roll ads simulates the experience of both skippable and non-skippable You Tube* video pre-roll ads. Ads are always shown priot to content videos.
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Testing TV ads
The key dynamic driving recall of TV ads is the ability to engage viewers in a relatively passive medium. However, there is an opportunity to communicate a more robust message, as TV is a less cluttered media experience, and because TV viewers are less likely to switch away from content.
Brand Chek testing for TV ads simulates the experience of TV viewing on ad-based commercial channels. A limited number of ads are shown in commercial pods surrounded by content. In TV ad testing, ads are never skippable.
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Testing print ads
The key dynamic driving recall of print ads is the ability to engage readers while they are in the process of consuming other content. While print ads lack the upside of video storytelling, they have the advantage of a more simple, focused format.
Brand Chek testing for print ads simulates the experience of reading a magazine by allowing respondents to move from page-to-page, using digital representations based on print layouts. A limited number of ads are shown on commercial pages, surrounded by content pages.
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Testing search ads
At this point, we do not provide testing tools for search-based ads, such as Google* search or Amazon ads.
First of all, search ads aren't designed to deliver a robust brand message - most consist of 2-3 lines of text. Secondly, advertisers are primarily concerned with a search ad's ability to trigger a click in-the-moment. They are less concerned with the lasting impression of a search ad.
We will continue to evaluate the need for search ad testing tools. Please contact us ([email protected]) if you have any thoughts you would like to share.