Online Creative Testing
This innovative copy testing facility at IPC allows clients to assess the potential affect of their magazine advertising before it runs.
IPC Advertising can offer advertisers their first chance to test or pre-test their magazine creative work using a bespoke magazine reader Test Panel.
Creative testing, while common in broadcast advertising, is relatively new to consumer magazines. It's accurate, quick and cheap as adverts are provided to readers online in their own homes.
The procedure generates an eye-tracking movie which pin-points where exactly on the ad the viewers have focused their attention and asks a series of questions about the ads, their content and their communication.
The results allow advertisers to understand how their existing creative is being read, and where necessary to improve it to better communicate with readers.
IPC Marketing and Strategy Manager James Papworth adds, “This system is a revelation in ease of use and the cost efficiency of testing creative work before a large media investment. Discovering which elements of an advert draw attention and what the advert really communicates has always been a tough question to answer. Now we have the video evidence.”
For more information on Creative Testing contact James Papworth 020 3148 3639.
