Pre-tests & In-market Ad Evaluation
Predict and adjust for real-world outcomes
Pre-tests & In-market Ad Evaluation
Predict and adjust for real-world outcomes
Evaluating advertising creative through pre-testing is only as good as the norms against which it is measured.
Many marketers don’t realize how different the results can be from using “mix and match” pre-testing solutions for their creative evaluation. For example:
- Mixing results from DIY “instant” pre-tests vs. “customized professional” pre-tests introduces tremendous bias since recruiting identical panels surveyed at given times with different questionnaires and completions will produce very different results.
- Measuring pre-tests against a research provider’s proprietary norms rather than live, in-market norms, gives inaccurate results.
- Pre-test norms tend to skew lower than in-market norms because they include poor ads that never made it to market. So advertisers may think their pre-tests are better than they really are.
ABX Custom Pre-Testing
Marketers can pre-test multiple versions of their ads affordably and with unmatched accuracy through ABX Custom Pre-Testing. Each ad is evaluated against live, in-market norms from the enormous ABX syndicated database. Moreover, all ABX products and services utilize a unique, rigorous methodology ensuring a level of accuracy unmatched in the industry. Pre-testing is the first step in the ABX Creative Feedback Loop™ as shown below.
Some highlights:
- The ABX Index™, 14 KPIs and a wide variety of additional variables
- 20 standard questions for accurate comparisons plus customized as needed
- Emotional response and purchase intent along with other CTAs
- Results in 24-48 hours on the ABX Global Multimedia Platform
- Analysis and interpretation as desired
ABX In-Market Ad Testing
With over a half-a-million in-market ads evaluated across all media types to date (3/14/25), the ABX syndicated database offers a consistent foundation for all ad testing and market research. Each day, new creatives are tested throughout the world, with thousands of executions added each week. For accurate comparisons, a sample of 150 GenPop respondents are used for all evaluations, with additional sample added as needed. In-market syndicated testing can be a great substitute for pre-testing since new executions are tested daily. Some highlights:
- Discover how your ads are performing in the real, very cluttered world
- Understand how your message is evolving and revise for ROAS improvement
- Monitor competitive impact/response
- Harness global brand expertise to inspire innovation
- See which targets/sub-targets are most responsive
As pictured above in the ABX Creative Feedback Loop™, there is no substitute for the interplay of pre- and in-market syndicated testing in driving highly successful advertising campaigns.
ABX Advertising Benchmark Index (www.adbenchmark.com), is a techno-research company focused on driving ROAS & ROI through their Global Integrated Single Solution. Marketers, through the ABX Global Multimedia/Multi Channel Platform, are able to evaluate the effectiveness of all their creative and copy across all media types and channels, and against their competitors’ and other ads, representing approximately 90% of global ad spend.
Our solutions are designed by the Visionaries, Inventors, and Pioneers and inventors who helped create the methodologies used by legacy marketing research firms. Need something not listed on our site? Other valuable consumer data is also available for making informed, time-sensitive business decisions.