Generate Greater Marketing Returns by Pre-Testing the Creative Quality of Single- or Cross-Media Campaigns

Five decades of research have proven that improving creative strength is a key means of increasing the financial return from investments in advertising. Creative pre-testing not only results in higher in-market sales but also reduces production costs over time. The fragmentation of the global media landscape makes pre-testing even more important as it enables marketers to leverage the strengths of each individual media to maximize cross-media campaign synergy.

comScore Creative Pre-Testing is a comprehensive evaluation platform for individual creative executions and cross-media combinations. Applicable to both traditional and emerging media forms, and available across global markets, it provides a single, consistent framework for your pre-launch assessment needs.

Highlights

• Flexible Metrics to Match Advertising Objectives. Whether the goal is to build awareness, enhance loyalty, grow equity or penetrate a consumer’s consideration set, this platform delivers a variety of metrics as well as detailed, industry- or category-specific diagnostics to address your evaluation needs.
• Validated to Sales. Central to the platform is the Share of Choice metric, which reflects actual consumer preference for a brand among a competitive set. Lift in Share of Choice strongly correlates with in-market sales lifts for the brand.
• Evaluates Creative Impact Individually and in Combinations. This sophisticated approach can be used to assess television, print, digital, mobile, out-of-home and in-store ad creative as well as any cross-media combination.
• Rigorous Qualitative Feedback. In addition to quantitative measures, the platform incorporates standard and customizable open-ended qualitative questions, patent-pending emotional intensity and classification appraisal as well as moment-by-moment interest mapping.
• Highest Quality Sample. Rigorous sample practices are employed to ensure that each respondent is unique, real and engaged. Advanced respondent routing technology enables precise recruitment, which is used to match population census or quickly reach a low incidence psycho/demographic or usage profile.
• Unmatched Industry Knowledge and Expertise. This approach to creative evaluation has been used in more than 30,000 tests across a wide variety of geographies and industries, including Auto, CPG, Food, RX, OTC, QSR, Retail, Software and Telecommunications.

Benefits

For Advertisers

• Increase advertising ROI by optimizing campaign creative before it goes to market
• Lower production costs by reapplying diagnostic learning from one campaign to the next
• Reduce the time it takes to gain insights
• Improve corporate memory and reduce training costs by using a consistent measurement platform across media types
• Identify the source of Share of Choice Lift, whether from competitive brands or product-line cannibalization
• Use normative benchmarks to understand the relative strength of your campaigns
• Test new creative and brand ideas in a secure, low risk environment

For Publishers

• Prove the value of new ad formats to encourage adoption and increase sales
• Demonstrate the added lift afforded by premium context
• Minimize risk associated with guaranteed ROI or CPC campaigns

To discover how comScore can help you optimize your traditional and digital communications, please contact us today.