Ad Testing

Also known as: Copy Testing, Creative Testing, Advertising Research, Pre-test

Research evaluating the effectiveness of ads before or after airing, measuring recall, persuasion, brand linkage, and emotional response.

Ad Testing (or Copy Testing) is market research that evaluates the effectiveness of advertising pieces—TV spots, digital ads, OOH, radio—before launch (pre-test) or after airing (post-test).

Standard KPIs for ad testing include: Ad Recall (do they remember it?), Brand Recall (do they associate it with the right brand?), Message Comprehension, Persuasion (does it increase purchase intent?), Likeability, Relevance, Uniqueness, and Emotional Response.

Atlantia offers AI-powered Ad Testing that can evaluate advertising pieces in 3-5 days with emotional response analysis, video frame-by-frame analysis, and benchmarking versus competitors in the same category.