A storyboard is a sequence of drawings or photographs (generally in "frames" and accompanied by the relevant copy) that intends to represent the final creative execution of a video commercial (TV or digital) or film. In ad research, storyboards are used as stimuli for:
- Testing the creative in early stages (meaning well prior to its production) or
- rompting respondent's memories of ads they have just seen in a pre-test environment or of recently aired commercials. In most of these cases, the storyboards are unbranded and many do not include the copy.
A storyboard can also be executed in video for use as a testing stimulus - in which case it is typically called a "videoboard." More elaborate videoboards (usually with dialogue, sound tracks and voice overs) that intend to represent the final creative more genuinely are typically called "animatics." Animatics are frequently used as testing stimuli.