Pre-launch creative evaluation tests are often considered to only be helpful to select and optimise ads with immediate sales objectives, which can fuel short-term thinking and hamper long-term brand success.
But this paper reveals that with the right mix of creative evaluation metrics, creative research can help measure and fuel long-term campaign effects. Focusing on metrics that match objectives can deliver the true value from research and help brands to pursue the bold creative that will drive long-term business outcomes.
This paper presents the Ipsos view in answer to the question:
Do the metrics in creative evaluation services have a relationship to actual long-term business effects? And, if they do, why is it that clients who use these services are less likely to achieve them?
Expert tips include:
- Have a clear business objective in the creative brief
- Speak the same language
- Create the right conditions for collaboration
Read more on how to avoid selling creative research short.
Ipsos iris: An online publisher pack
From January 2021, Ipsos iris will be the official source for online audience measurement and ad campaign verification in the UK endorsed by UKOM. To help online publishers understand any compliance requirements associated with the tagging element of this important research study, Ipsos MORI has produced an Online Publisher framework Pack.