How earlier ad testing supercharges creative ROI

New automated LINK+ storyboard capability enables rapid, customised testing of early-stage ad concepts.

Research early to make the most of your budget

When redesigning a home you will no doubt try-out multiple concepts, ideas and layouts before you incur the major costs of knocking-down walls or starting to install a new kitchen or bathroom. The same should be true for advertising development.  Making sure early that your creative will work as intended is key to a successful, efficient development process. This is particularly important when you are trying to be creatively brave, because a beautiful film is not enough. As Jef I. Richards, a professor at Michigan State University says, “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising’.”

Researching at an early stage allows you to make modifications before expensive production costs kick in. The most creative and effective ads generate 4x more profit, so it’s well worth using early testing to ensure your ads will work to optimal effect.

This article was published exclusively on on July 12, 2023.