We’d love to learn more about creative that is most effective on our platform by testing different campaign executions among matching user groups while fielding the campaign
What is creative testing
Gold standard for establishing effectiveness of a chosen approach
Outcome driven: selects a ‘winner’ based on the most relevant performance indicator measured
No guesswork: Actual target audience reacts to the creative in the moment of care
Fair comparison: we typically compare one variation to the baseline (control), but can account for multiple variations in large campaigns
What we may test
CTA: Direct CTAs deliver more action. Which one works best for your brand?
Does your target audience respond better to the creative featuring doctors or patients?
When does a long video work better than a short one?
Is animation more effective than live action?
According to an Ipsos study*,
as measured by brand and ad recall
*”10 Rules for TV Strategy” by Ipsos, Dec 2014