The best delivered marketing campaign will flounder if its advertising creative fails to resonate with consumers. But how can a marketer ensure its creative is compelling? In the words of David Ogilvy “The most important word in the vocabulary of advertising is TEST. If you pretest… you will do well in the marketplace.”
comScore offers a full line of creative and messaging optimization solutions customized for each industry. Addressing every stage of the advertising development process, it provides proven metrics that illuminate performance on each level of the branding and purchasing funnel. Whether used to assess the effectiveness of individual creative, the synergistic effects between multiple units, or the impact of an entire campaign, it provides the feedback you need to manage your traditional, emerging and cross-media campaigns around the globe.
Creative & Messaging Optimization is part of the comScore AdEffx end-to-end advertising effectiveness solution. Request a live demo.
Suite Products
Brand MonitorcomScore Brand Monitor offers several advantages over traditional trackers. Incorporation of the validated Share of Choice metric not only provides a direct tie to sales at the individual respondent level, but also enables immediate identification of brand and category key performance indicators. |
Creative Pre-TestingcomScore Creative Pre-Testing is a comprehensive evaluation platform for individual creative executions and cross-media combinations. Applicable to both traditional and emerging media forms, and available across global markets, it provides a single, consistent framework for your pre-launch assessment needs. |
Early-Stage ScreeningcomScore Early-Stage Screening evaluates and sorts the strongest creative elements within a set. Specifically, the solution provides insight into the likelihood of an ad concept to influence consumer purchase behavior as well as its ability to connect with consumers on both a rational and an emotional level. |
Strategy EvaluationcomScore Strategy Evaluation identifies the best core messaging prior to incurring the expense of creative development. The use of a a barebone video or white-card stimulus isolates the underlying sales strategy from executional elements, providing a firm foundation on which executions for all media types can be built. |
