New advertising test. Ensure the effectiveness of your campaigns

Brands invest €13 billion in advertising in Spain. Getting the maximum return on that investment is one of the biggest concerns for CMOs. And it remains difficult for many to achieve. In the quest for advertising effectiveness, one way to make progress is to validate campaigns through advertising tests with real consumers before launching them. Doing so allows you to anticipate their success before investing significant amounts in the media plan. Now, the We are testers research platform brings you a comprehensive advertising test model to help you get the maximum return on your investment.

The We are testers advertising test

With the new We are testers advertising test, you can evaluate your campaign quickly and easily. The test shows the piece to real consumers to gather their reactions and ratings, while also collecting their unconscious reactions through advanced neuromarketing techniques. This gives you a comprehensive diagnosis of the creative, allowing you to:

• Validate creativity. The test predicts the success or failure of a campaign before it is launched. If the creativity gets good results, you can launch it with confidence. And if the test does not give you the green light you are hoping for, you will have the opportunity to improve the campaign before its launch. If you are evaluating different creative paths or different executions of the same idea, you will be able to identify the best options and focus your advertising budget on them
• Improve your campaign. The We are testers advertising test not only allows you to validate campaigns, but also provides the necessary keys to improve them before launch.

The We are testers advertising test model allows you to evaluate your campaigns in any situation:

• Campaigns at any creative stage: you can evaluate your campaigns with final executions, animatics or storyboards. Evaluating pieces at unfinished stages allows you to validate creative ideas before investing in production with your agency. If you have several creative ideas, you can evaluate them together to sift out those with the most potential.
• For any communication objective. Whether your goal is to boost short-term sales or strengthen your brand, We are testers’ advertising test provides you with the data you need.
• For any medium. We are testers’ advertising test allows you to evaluate campaigns for television, digital media, cinema, radio, outdoor advertising and more. Simply convert the file to video and upload it to the platform for evaluation.
• Comparative data (benchmark). The questions and metrics obtained through the study follow the same standards, allowing you to compare the results with previous campaigns or with the complete database of tests carried out to date by We are testers.

Key indicators of the We are testers advertising test

The new We are testers advertising test performs a comprehensive analysis of each piece of advertising. The reports are based on three complementary analyses.

Consumer survey (declarative data from respondents)

Once respondents have been exposed to the advertising campaign, they are asked to fill out a questionnaire with their assessments. The survey analysis covers such relevant aspects as:

• Spontaneous awareness. This is the audience’s ability to correctly identify the advertiser’s brand without assistance. Consumers must recognise it at a high rate for the campaign to be effective.
• Aided-awareness. A closed list of brands is presented to help consumers select the one they think is correct.
• Category identification. This measures consumers’ ability to assign the advertisement to a category of products or services. Without correct identification, it will be difficult for consumers to use the information in the advertisement in a purchasing situation.
• Likeability. This measures the positive impact on brand image, i.e. whether the piece has effectively improved the advertiser’s brand image.
• Relevance of the message. This is an indicator of the degree of connection between the consumer and the message. If the message is not relevant, it will be difficult to mobilise consumers to take action.
• Brand suitability. This measures the consistency of the campaign with the image consumers have of the brand in their minds. If the campaign is not consistent with the brand image, it can cause confusion among the audience.
• Image attribute assessment. This allows you to assess the impact on up to five brand attributes to be chosen for each brand and understand whether the campaign has succeeded in reinforcing them.
• Purchase consideration. Measures whether the campaign has succeeded in positioning the brand among those that consumers would consider for a future purchase.
• Purchase intention. Assesses whether consumers believe they will purchase the brand in the future.

All the results of this survey are presented interactively through the results monitor on the We are testers research platform. You can cross-reference and segment the data by any variable to obtain the maximum detail.

Advanced analysis using neuromarketing techniques

The declarative data from the survey measures consumers’ conscious reactions. However, the unconscious impact is just as important, if not more so, for advertising objectives.

Today, it is well known that spontaneous emotional reactions are extremely important for advertising effectiveness. The reason is that the emotional brain processes information in one-fifth of the time it takes our cognitive brain. Essentially, people feel first and think later. That is why consumers register the emotional messages of brands, even if we pay minimal attention. Emotional stimuli are also encoded more strongly in the brain, which makes emotional campaigns not only more memorable, but also more impactful in driving consumer behaviour.

The new advertising test from We are testers takes this into account and accurately measures consumers’ spontaneous reactions using neuromarketing techniques. During exposure to the advertisement, the expressions of the test participants are collected through facial coding. Thanks to this technique, aspects such as the following can be measured:

• Degree of emotional impact. The extent to which consumers have reacted to the advertising campaign.
• Positive emotions. These are ideal for creating a memory that encourages purchase. Degree of positivity, attention and ability to mobilise are three factors that can be estimated by measuring facial expressions.
• Negative emotions. Although in some cases negative emotions can generate brand recall and mobilise action, they are less common in advertising and more risky. Measuring their incidence when viewing the piece also allows us to understand the nature of the impact generated and modulate them when necessary.

Without this data from neuromarketing, we cannot know the unconscious reactions of consumers, which are often what ultimately lead to a purchase and make the campaign memorable in the consumer’s mind. That is why the new advertising test from We are testers combines the emotional data obtained through neuromarketing with the results of the declarative test. This provides a more complete and reliable picture of the advertising impact.

Second-by-second analysis of advertising creativity

In addition to the declarative survey dashboards and neuromarketing results, the new advertising test from We are testers performs a second-by-second analysis of the advertising piece. This analysis makes it possible to assess where the maximum emotion occurs in order to enhance the elements that motivate it and correct those that reduce it. Along with emotional intensity, a second-by-second visualisation of positive emotional factors is also provided. This makes it possible to ensure that the final segment of the advertisement leaves a positive impression on the consumer, which is much more effective in generating the desired impact.

How to evaluate a campaign with the We are testers advertising test

Analysing a campaign with the We are testers research platform is quick and easy. The questionnaire has been successfully tested to evaluate campaigns in different sectors, so there is no need to spend time creating it. Access to the sample is guaranteed through the We are testers consumer panel, which includes more than 130,000 consumers and users. The We are testers team of research experts takes care of uploading the piece and launching it in the field so you don’t have to worry about a thing. Within a few hours, you will have the results of your campaign evaluation and you can launch it with confidence or refine it with your agency to boost its effectiveness.

Research helps you get your campaigns right, so don’t take any chances and evaluate them before launching them. You’ll get better results and greater peace of mind when investing your advertising budget. Contact the experts at We are testers for more details and advice on how to make your next campaign a success.