2 Minutes 
How Labatt Used Methodify to Implement Digital Ad Testing and Improve Performance
The Challenge
A marketing trend that’s 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’s population is on some type of social media platform. Despite this, we continue to see many brands:
- Ignore testing their digital creative while still investing heavily in TV ad testing;
- Struggle with understanding their digital audiences;
- Put TV ads on digital channels, expecting the same effectiveness. The result? Huge budgets being wasted on ineffective ad campaigns.
That’s why it’s become extremely important for marketers to produce campaigns that not only capture people’s attention, but also help foster long-term relationships with the brand.
Labatt is one company that’s way ahead of the curve, understanding the significance of employing a ‘channel first design strategy’ 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—existing and new.
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’s working and what’s not with Labatt’s digital content, and to produce better content, faster.
Our Solution
Working with Methodify, Sago’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.
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:
- The team can determine if its creative meets one of Facebook’s ‘brilliant basics’ criteria for effective content;
- The team can test ads in their entirety, asking questions about the ad, the brand, and the respondent’s overall likes/dislikes about the content;
- The team can identify the ability of the digital content to go viral.
