How to Leverage It
Outlining objectives helps test ads successfully. Running a pre-test during the creative process? Then your objective should be to find opportunities to improve pre-launch. Running a post-launch test? You’ll want to evaluate performance so you can optimize performance.
Now you can choose what you want your test audience to see. Share the full creative for complete reactions, part of it to look for niche opportunities to improve, or unbranded ads to understand perceptions without brand bias. You can show your creative in the same format it will be viewed, whether that’s static, audio or video-based.
When recruiting for ad tests, share your creative with people that match its eventual target audience. You can easily screen the people you want to reach with demographic and screening tools.
Your video survey questions will help you discover the characteristics that create winning ads. Keep them open and ask how your imagery, messaging, and audio made people feel and why. Use multiple questions to explore appeal, believability, purchase intent, relevance, uniqueness, and recall.