{"id":48247,"date":"2018-10-05T02:46:16","date_gmt":"2018-10-05T06:46:16","guid":{"rendered":"https:\/\/3c98cd88ae.nxcli.io\/?p=48247"},"modified":"2023-03-23T13:19:46","modified_gmt":"2023-03-23T17:19:46","slug":"why-every-marketer-should-be-rushing-to-do-digital-ad-testing","status":"publish","type":"post","link":"https:\/\/sago.com\/de\/resources\/case-study\/why-every-marketer-should-be-rushing-to-do-digital-ad-testing\/","title":{"rendered":"Why Every Marketer Should Do Digital Ad Testing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n<h2>How Labatt Used Methodify to Implement Digital Ad Testing and Improve Performance<\/h2>\n<h4><\/h4>\n<h4>The Challenge<\/h4>\n<p>A marketing trend that\u2019s been impossible to ignore is the growing value of digital and social content. According to PwC, digital advertising is increasing by 20% year over year while nearly half the world\u2019s population is on some type of social media platform. Despite this, we continue to see many brands:<\/p>\n<ul>\n<li>Ignore testing their digital creative while still investing heavily in TV ad testing;<\/li>\n<li>Struggle with understanding their digital audiences;<\/li>\n<li>Put TV ads on digital channels, expecting the same effectiveness. The result? Huge budgets being wasted on ineffective ad campaigns.<\/li>\n<\/ul>\n<p><img  title=\"\" loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-48248\" src=\"https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research-300x198.jpg\"  alt=\"sago\"  width=\"450\" height=\"297\" srcset=\"https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research-400x264.jpg 400w, https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research-367x242.jpg 367w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/p>\n<p>That\u2019s why it\u2019s become extremely important for marketers to produce campaigns that not only capture people\u2019s attention, but also help foster long-term relationships with the brand.<\/p>\n<p>Labatt is one company that\u2019s way ahead of the curve, understanding the significance of employing a \u2018channel first design strategy\u2019 in marketing. It also knows the importance of ascertaining customer feedback and, as such, focuses on creating the right content for the channels that best reach its audiences\u2014existing and new.<\/p>\n<p>To create digital content that is more personalized and relevant for its audience, the Labatt Insights team sought a way they could quickly uncover consumer insights and motivations. Ultimately, they were looking for a cost-effective, agile research solution that could offer visibility into what\u2019s working and what\u2019s not with Labatt&#8217;s digital content, and to produce better content, faster.<\/p>\n<h4>Our Solution<\/h4>\n<p>Working with <a href=\"https:\/\/sago.com\/solutions\/platforms\/methodify\/\" target=\"_blank\" rel=\"noopener\">Methodify<\/a>, Sago&#8217;s automated quantitative research engine, the Labatt Insights team introduced a methodology for ad testing to determine the potential impact of digital content before it goes live. After all, research has shown that pre-testing digital assets and subsequently optimizing them deliver higher returns on investment.<\/p>\n<p>The ability of Methodify to customize research and deliver results in less than 24 hours allowed Labatt to create unique approaches to asking research questions. Specifically:<\/p>\n<ul>\n<li>The team can determine if its creative meets one of Facebook\u2019s \u2018brilliant basics\u2019 criteria for effective content;<\/li>\n<li>The team can test ads in their entirety, asking questions about the ad, the brand, and the respondent\u2019s overall likes\/dislikes about the content;<\/li>\n<li>The team can identify the ability of the digital content to go viral.<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>How Labatt used Methodify to implement digital ad testing and improve performance<\/p>\n","protected":false},"author":19,"featured_media":48248,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[12585],"tags":[16563,16564,16562],"video":[],"filter_name_method":[13951,13993],"filter_name_product":[13966],"class_list":["post-48247","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-case-study","tag-advertising","tag-agencies","tag-marketing","post_format-post-format-aside","filter_name_method-quantitative","filter_name_method-self-serve","filter_name_product-methodify"],"acf":[],"featured_image_src":{"landsacpe":["https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research.jpg",600,396,false],"list":["https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research-463x348.jpg",463,348,true],"medium":["https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research-300x198.jpg",300,198,true],"full":["https:\/\/sago.com\/wp-content\/uploads\/2022\/12\/ABInBev-testing-content-digital-research.jpg",600,396,false]},"yoast_head":"<!-- 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