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Nielsen IAG offers two types of copy testing:
Development Phase
Measures an ad before it has gone into final production. The service assesses ad concepts in white board, animatic, rough cut, or finished form against any targeted demographic or geographical group.
We employ an integrated solution to facilitate online evaluation of video clips and other media where content security and consistency of the video presentation is paramount. Our solution employs a "playerless" technology with the following benefits:
- Prescreening of respondents — Respondents can be prescreened to insure that they are the desired target.
- Market black-outs available — Sensitive marketing areas can be eliminated from the distribution list for survey administration.
- Content Security — The downloaded file cannot be accessed or viewed after the specified number of plays thereby ensuring the test media is fully secure.
- Exposure Control — The number of times a respondent can view the ad can be predefined.
- Consistent Quality — Because the media file is preloaded in advance of viewing, both dial-up and high-speed Internet users view the test media with equal quality.
- Penetration — The video is served utilizing software/hardware present on the computers of 85%+ of all Internet users.
- Survey Dropouts Minimized — Since the media begins preloading when the survey is initiated, even low bandwidth dial-up users experience minimal or no delays waiting for the measured content to load.
Pre-Flight
Pre-flight testing gives advertisers the ability to test finished creative that is ready to be aired. Testing typically occurs via a cable channel for a limited period of time to ensure that the ad is communicating as intended. Alternatively, different creative executions can be tested in limited geographic areas.
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