Online Ad Pre-Testing Product Launched

US agency Dynamic Logic has launched a Creative PreTest(tm) product for online ads. The product promises advertisers, agencies and publishers an understanding of the relative strengths and weaknesses of online ads, helping to identify the most effective creative executions and fine tune copy.

Based on best practices from traditional copy-testing research techniques and Dynamic Logic's expertise in brand measurement, Creative PreTest aims to answer questions from whether the ad is innovative and interesting to whether it prompts the intended action. It features a flexible survey tool permitting customised questions to be tailored to isolate and test any creative variable such as ad color, ad size, placement, messaging, imagery, price point and technology, including testing and tracking capabilities for video ads. Turnaround time can be as little as 3-5 business days, and US clients have already trialled the new product with a positive response.

'Successful online branding efforts require similar planning processes to traditional advertising' according to VP of Research Margaret Hung. VP of Client Services Tom Kelly says that online advertising has 'now approached a level where testing creative makes sense'.

NYC-based Dynamic Logic's three main product areas are: AdIndex(r) for online advertising, CrossMedia ResearchTM for multi-media campaigns and MarketNorms(r), an advertising effectiveness database. It has offices in Chicago, San Francisco, Los Angeles and London and its web home page is at www.dynamiclogic.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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