Diagnosing your video and digital banner ads to increase ROI

Advertising budgets and creative development times are constantly shrinking, but there is always intense pressure to create effective ad campaigns to integrate in a brand’s marketing mix strategy. Advertisers and agencies need a fresh approach to advertising pre-testing to ensure their creative executions meet their objectives. GfK’s Ad Fit Optimizer has been designed to accelerate and optimize your ad spend and overall campaign ROI by assessing the performance of your ads prior to campaign launch.

It’s a consolidated, dynamic learning system that leverages a new analytic framework consistent with today’s advertising environment to deliver:  

• Insights for early ad concept and finished creative evaluation
• Consistent and comparable analysis of a wide range of media formats including TV spots, all forms of online display, including video (pre-roll, in-text and in-banner), display banners and rich media advertising
• Fast turnaround to meet creative deadlines
• A cost-effective solution that meets today’s budgetary constraints

Addressing the attention and retention challenge

Traditional pre-testing shows advertising out of context, forcing consumers to watch the entire ad. They fail to fully measure an ad’s ability to break through the clutter in our multi-tasking world, where consumers tune-out quickly. GfK’s Ad Fit Optimizer leverages in-context environments consistent with traditional and mobile banners and video. Respondents are free to disengage from the ads at any time, as they would be when viewing on TV, a web page, or a mobile site. We can measure how well an ad is hooking viewers and holding their attention. For complete campaign optimization, our approach evaluates the impact on ad recall and branding, assesses the emotional imprint, and evaluates the actions the ad triggers.

For video specifically, GfK’s Ad Fit Optimizer also enables you to optimize the creative, or define the best scenes for a shorter version of the ad. Results are provided in an easy-to-read scorecard with a turnover of just a few days.

GfK’s Ad Fit Optimizer helps you answer key questions such as:

• How long do people spend watching my ad?
• Do viewers skip my ad? If so, when?
• Does my ad leave a lasting impression?
• What direct and indirect action does my ad trigger?
• Is the branding working in my ad?