You’ve spent countless hours brainstorming internally and consulting your agency, and receiving approval for your ideas from your higher-ups. You’ve been planning, filming, producing, editing, and executing. It’s been an exhausting but exciting process. You’re more than ready to bring your advertisement live and reap the benefits of your creativity.
However, in the midst of the excitement and creative expression, you may have overlooked a crucial piece of the puzzle — testing.
You may be asking: is advertising testing really necessary?
Think about it this way — a bad ad can cost you.
You can probably think of more than a few examples of “bad ads” — the insensitive ad, the annoying ad, the tone-deaf ad, the ad that seemed like it was made by aliens with little understanding of human emotion or values. Bad ads can turn viewers off from your brand, tarnish your reputation, and hurt sales. In fact, 71% of buyers want to buy from brands that reflect their values. That being said, your ad could have more of an effect on your brand than you may think.
Do you still think you can get away without testing your ads? Read on for six reasons why advertising testing is necessary.
1. Advertising is expensive to produce and air. Advertising testing mitigates risks associated with it.
Though the cost of production varies, ads can cost a couple thousand up to a couple of million dollars to produce. Production costs aside, buying an ad spot anywhere can be pricey. The average cost for a 30-second national TV spot is $115,000. Streaming and other AVOD platforms tend to charge by the view, and those costs can vary greatly. With millions of Americans tuning in to AVOD platforms, ads on those platforms can get expensive fast.
Instead of draining your dollars without knowing whether your ad will have the desired effect on your target audience or not, testing allows you to justify your costs by lowering the risks associated with airing a bad ad.
2. Testing verifies that your messaging resonates with potential customers.
What resonates in a brainstorming session or in the boardroom may not always resonate with your target customer. Getting real-life feedback from your target audience can give you an accurate idea of whether or not they like your ad. And their reactions might surprise you. Our clients have changed the course of their ads completely based on feedback from participants. If your messaging doesn’t strike the right chord with customers, they may tune out or worse, be turned off completely by your brand.
3. Testing your ad can confirm that it will trigger the appropriate call to action.
An effective ad will provide a clear, direct call-to-action. We all have seen ads that are uplifting, funny, or touching but five minutes after viewing we’re unable to recall who made the ad or what was being sold. Because of this, confusing ads can be just as costly as bad ones. Ultimately, the goal of your ad is to convince your audience to do something. By testing your ad on real target audiences, you can find out if your audience understands the action they’re being encouraged to take by watching your ad.
4. Advertising testing helps you to understand what creative elements are or are not working.
Creative elements in ads like celebrity appearances, influencers, or music can be some of the most cost-intensive parts of your campaign. With that in mind, including well-known influencers can be a powerful and persuasive element to your advertisement. They can help to amplify your message to new audiences and grow trust in your brand. However, this is another element that can turn viewers off from your brand if you’re not careful. Testing can help you to determine whether your choice of guest appearances or endorsements boosts your brand or sours that critical customer trust.
Similarly, music can elicit emotional reactions from consumers and help them to remember your ad. By testing, you can explore how the musical elements you use in your advertisement make participants feel. If the response isn’t what you were looking for, you can adjust the music elements to evoke the desired response.
5. It can inform the placement and weight associated with the advertising.
The placement of your ad is perhaps one of the most important components of your campaign. Testing can help you figure out where your target audience will be watching. Do they typically watch TV before bedtime? Then it may make sense to add an evening spot to your TV calendar. Are they more inclined to consume content on streaming platforms? Perhaps it’s best to spend your dollars on a slot there. Are they more apt to scroll through social media than pay attention to a 30-second TV spot? Maybe it’s best to place the ad there. In the same vein, testing can help you decide how much exposure you want your ad to have on the channels of your choosing.
Testing ads with Invoke
Advertising testing is cost-effective and timely with Invoke’s ad testing approach. Using Invoke’s proprietary platform, clients in the advertising industry can test multiple ads in rotation, conducting a comparative analysis to determine which ads or elements resonate most with their audience. By watching dial testing and qualitative results pan out in real-time, advertisers determine strong or weak points in their ads.
Furthermore, clients and researchers can probe deeper into interesting findings by adding on-the-fly questions to determine the “why” behind participant responses. At the end of each of our sessions, clients leave with actionable, customer-driven insights and can change ads to better suit their consumers.
Don’t wait until your ad airs to see how your audience will react. Request a demo of the Invoke platform today to begin testing your advertising campaigns on real audiences.