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Why test digital communications?

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Page 1: Why test digital communications?

Given the investment, many may feel that testing digital communications is not necessary. But given its potential to engage consumers, and to start a two-way conversation with your brand, we feel that testing your digital assets is good business.

Why test digital communications?

Working together with your brand’s website, digital communications can help drive positive word of mouth – one of the most effective and efficient forms of communication for your brand.

And, we know that digital communications can be optimized to help win viewers’ selective attention, leave a branded impression and do so with a compelling message. Consider the barriers to digital assets. Not only do they compete simultaneously with content, but viewers can quickly navigate away from the site where they sit. And, how do you determine success when click through rates are getting lower and lower?

So how do you test digital communications to achieve the most potential?

To understand how effective digital communications are, you need to treat them as digital communications. We test digital communications in situ: they are placed within websites with competing content and they are experienced as they would normally be experienced, including the ability to click through to a landing page. In addition, to determine if the ad made an impression (even if the viewer did not click on it) we embed the test digital ads in a media environment filled with several different types of communication. Only after a consumer has been exposed to multiple pieces of media do we ask if they recall the ad, remember the brand and feel it communicates a compelling message.

Furthermore, we test digital communications on the same platform, Next*Connect, as we do all other media. So you can understand how your digital assets are similar and different to your television, print or other advertising.

Some other lessons learned about digital communications from our database of pre-tests:

• Keep the ad simple and focused on the (single) product at hand

• Use clear brand cues, like colors, icon, etc.

• Advertisers that test, and test new formats and technology become more sophisticated over time which results in stronger influence on action.

Communication livesin concert withcontext and content

And also competes with it ...

TelevisionPOS

WoMRadio

News/PRSponsorships

In-storeFSI

Online AdsMagazine

323228

2523

2118

121212

Average % Correct BrandedRecognition by contact (when present)across ASIBrand*graph 360database.

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