Introducing Synetiq’s pre-test product
Are you working on your next TV spot or online video? Is it an adapted one with a narration or you are filming a totally new one? Regardless of your answer, you must have spent a lot of time (and money) on making it perfect and effective. But have you ever thought to measure its effectiveness before getting on-air, just to reduce risks and reach better results?
Although most of the companies (especially the bigger ones) spend a big part of their money on research, measuring the effectiveness of their spot is a tricky question all the time. How to do that, how to get any feedback from the performance of that creative? When you put such a great effort into creating those ads, you want to be sure that they add at least a plus to your growing sales numbers.
Pre-testing your ad
Here at Synetiq, we help you with our insights to make the best out of your spot. But what if you could get results before being on-air, so you could save a bunch of money and start with your best version right from the first moment?
Our pre-test product gives you the opportunity to measure your ad and get results in only 72 hours. It is this easy: you send us your copy (it has to be filmed as storyboards have different effects on emotions), we measure it in a created ad environment together with 9 other spots, then we analyse the results and help you to improve it as much as possible. All focus is yours!
Does it really work?
Yes! Synetiq has already pre-tested several spots in the last years but as we keep our client’s pre-test videos as a top secret, we can share our results only without branding. The following curves are the perfect proof for it’s effectiveness: on the left side you can see the engagement level (yellow) of viewers before Synetiq’s insights (to learn more about engagement curve, click here), while on the right you can see the results of the corrected version of the ad. And wow, it is totally different! After correcting some minor parts such as lighting a scene or adding brand logos, viewers’ interests have improved a lot.
Viewers’ emotion reaction before Synetiq insights
Viewers’ emotional reaction after Synetiq insights
Measuring emotions with the help of neuromarketing
Although we can not clearly tell your spot’s effects on sales numbers, neuromarketing can show you its effectiveness on people’s emotions. And we know: the bigger amplitudes you elicit in viewers’ emotional responses, the more they are going to remember your advertisement - thus, your brand. And besides many others, this is one of the most important results you would like to reach with your advertisement, isn’t it?
How we measure emotions
Measuring emotions can happen in many different ways, but here at Synetiq we are using biometric sensors to detect viewers’ emotions while watching different videos. To learn more about our technique, check out this article or learn more about neuromarketing here.
Why is it worth it?
Here at Synetiq our goal is to help advertisers to reach their marketing goals by sharing impactful insights coming from our media analyst colleagues’ expertisement - we have more than 6000 measured brands in our database.
Once your spot has been measured by our neuromarketing methods, we are analyzing it for you on a second by second basis, thus you will see all the weak and strong points of your ad. What’s more, we even use questionnaires to see the “conscious” thoughts of your target group, such as how relevant, activating and fitting to the brand was your spot, or what messages could it deliver for the audience. Once we have your results, we are helping you to develop it to a better version by making small or big (depending on time and your budget) changes in your storyline, voiceover or packshot. Even if it is an adapted copy or a totally new one, together we will find a way to make it better!
As you can see, testing your ad is totally worth it as even small changes can improve your result strongly, and having the opportunity to make these changes before going on-air (only in 72 hours!) is something really worth the money. Measuring your ad in time helps you to reduce risk, improve your results and reach your marketing goals faster. Are you interested? Contact us!
written by Petra Varhelyi
