Ad-SURE brings the best of ad pre-testing and diagnostic metrics together into one simple research package – without the big ad-pre-test price tag. It’s designed to test up to three ad concepts side by side.
Ad-SURE effectively chooses the strongest concept in terms of its underlying insight, its believability, relevance and likely lift in propensity to consider the product, service or offer.
- Ad-SURE finds the strongest concept – It is not about saying which is a pass and which is a fail
- Ad-SURE helps you make it better – we aim to optimise the best concept not kill it
- Ad-SURE works at the early stage of the execution – It does not need completed executions
- Ad-SURE is affordable – packages start from $15k
Ad-SURE uses Cognitive Response Analysis (CRA) to decipher how the concept is working at a cognitive level (thoughts and feelings).
CRA is then combined with classic Ad diagnostics such as likeability, relevance, cut through, and brand fit to create a whole picture of which concept is the strongest. Add in brand relationship measures such as awareness, consideration, trial and usage and the impact of the concept can also be evaluated at a retention versus switching level.
Most importantly, Ad-SURE is designed to optimise creative not Kill it.