Sort and rank the highest-value creative elements within a set to save costs and generate stronger ROI

An important part of the creative development process is being able to identify the key visuals and statements that will have the biggest impact when included in advertising and on packaging. Oftentimes there can be upwards of ten competing taglines, images or storyboards, making the need for a sensitive, yet cost effective, screening solution a must.

comScore 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.

Highlights

• Comparative Assessment. The solution provides a comparative ranking of competing elements, helping you to select which elements to move forward with and which to leave behind.
• Identify Improvement Opportunities. This solution provides more than 35 in-depth consumer diagnostics, helping to guide further improvements among the top choices. These diagnostics are proven indicators of the ability to break through, communicate a message, link that message to the brand, resonate emotionally and rationally with the consumer and ultimately drive brand choice.
• Fast Turnaround. The design of this tool enables efficient fielding and clear analysis, allowing for quick results and decision making.
• Test a Variety of Early-Stage Formats. The methodology allows for testing on a wide range of early-stage creative formats for any contact point, such as TV, print, radio and/or website. Supported formats include message statements, key visuals, product demonstrations, storyboards, anamatics, photomatics, digimatics and live roughs.

Benefits

For Advertisers

• Get actionable insights within two weeks
• Reduce risks of proceeding with ineffective creative elements
• Get specific direction for advertising improvements
• Eliminate wasted time and resources pursuing the development of weaker ad concepts
• Provide a learning platform for continually improving future creative

For Creative Agencies

• Raise the caliber of the initial delivery of creative concepts to advertisers
• Identify which of the early-stage ads are supporting the brand strategy and delivering the intended message
• Provide specific direction for advertising improvements
• Demonstrate a solid commitment to the client relationship and advertising excellence

To discover how comScore can help you optimize your traditional and digital communications, please contact us today.