Not only is creative quality important in driving critical brand metrics, including favorability and purchase intent, but Millward Brown has found that bad online ads actually have the ability to negatively impact a brand.
Therefore, as investments in digital marketing continue to grow, so does the need to better understand the potential impact each creative execution will deliver, prior to in-market deployment.
Born from our Link™ suite of creative evaluation solutions, our digital offer employs validated copy testing and neuroscience techniques to help you understand how your ads will likely perform against branding objectives in the online space. Link™ for Digital tests several executions and identifies which creative has the most potential to be successful in market. A more robust Link for Digital deep dive analysis explores a single ad for rich creative optimization. We will help you choose the analysis that best fits your needs.
For further context into creative performance, benchmark ads against industry norms (from 1,000+ creatives tested) to help shed light on the particular areas where an ad is either succeeding or coming up short before the campaign launches.
Respondents are recruited from a panel and exposed to one or multiple creative executions in a lab environment. This monadic research design isolates the creative impact by using forced exposure, which eliminates typically observed biases from media placement, allowing consumers to focus solely on the creative itself. Our approach evaluates each creative against your target audience and analysis is focused on specific creative goals and optimizations.
The capacity to attract and engage visual attention within a cluttered environment is a prerequisite for impactful digital advertising. Our eye tracking solution offers further insight into how your digital ads are implicitly attracting and engaging attention. This solution provides new, in-context measurement by showing digital ads on a fully functioning, live site to determine whether the ad will be noticed in the online environment (e.g., how quickly is it noticed, and how long is attention held?). Pair eye tracking with the Link for Digital survey measurement for a more holistic view of digital advertising potential.
Link for Digital studies are executed quickly and results are available immediately online. Results deliverables are available on request.
It's critical to understand your online creative's ability to attract attention, involve the consumer and leave a positive brand impression. Our intuitive and easyto- use online results interface provides an easy way for you to see how your creative(s) perform on three key measures: