New online concept established to test ads
A dedicated online advertising community, launched today, promises to change the way ads are tested in Australia.
The new research tool, called ad nest, has been developed by Melbourne-based research company, Luma, to provide quick insights for companies wanting to gauge reactions and improve the effectiveness of their ads.
Luma CEO Sally Joubert (pictured) said ad nest was the most innovative product the company had launched in the past five years.
“We believe this is the first dedicated online community to focus onadvertising for many different brands. It is a totally new concept fortesting ads in Australia,” Ms Joubert said.
“Online communities enable us to provide insights with shortertimeframes and at lower costs, giving advertisers the ability to reactto market conditions instantly and maintain a competitive edge.
“By having their ad tested with our online community, companies cankeep their finger on the pulse and know how their audience will reactto their communications and that of their competitors.”
Ms Joubert said ad nest had recruited 2000 members to its onlinecommunity in just three months and aimed to eventually secure amembership of 5,000 people.
“We wanted to develop something that was interesting for members – notjust another boring, long survey. We know it is important to make suremembers of our online community feel like they are treated as anindividual rather than just an ID,” Sally said.
To ensure ad nest is engaging, fun and personal for participants, thenew tool uses the latest technology developed by Vision Critical.
Vision Critical Australia & New Zealand Managing Director PeterHarris said his company and Luma were working together to make realchanges to the way research was conducted.
“Instead of simply asking what you think, ad nest is giving people anopportunity to be part of a community and to assist in improving theimpact of advertising in Australia,” Mr Harris said.
“A lot of market researchers still approach research with an old schoolperspective of taking a CATI (telephone) survey and simply supplantingit into an online medium. People value their time, and if you expectthem to give it up for a survey that takes over 15 minutes to complete,they will bail.
“Our work involves sending out short engaging surveys of five to sixminutes and incorporating interesting topics, sharp images, livelyquestion types and video clips to make for a great respondentexperience.”
For more details on ad nest click here
5 Comments
Concept testing has proved that concept testing doesn’t work.
It is not going away no matter how fundamentally flawed it is.
Flawed due to;
1. Biased recruitment.
– bored people who do groups and shopping centre interviews
– online ad fanatics (who this seems to target)
Neither are reflective of the population no matter how they try.
2. It puts people in an environment where they are artificially focussed on the content. Of course in the real world it’s different. Not matter what ad testing companies claim they can never get over this issue.
They continue to lie that they have overcome both issues with special techniques. Their business depends on these lies.
More and more companies have adopted formal quant tests as mandatory.
Part of the overall dumbing down of the industry where marketing managers have been taken over by procurement.
Online ad-testing is the future. They can dress this up as ‘celebrating great ads’ but that just feels like a scam to ‘speak to creative people’ because they know in reality they are leeches on the industry.
For someone who’s going to take lots of client money in order to log all over creative ideas that might just work for them she actually looks quite nice.
Oh, Oh, another another crutch for clients who lack intelligence, purpose, experience and insight.
It’ll make a fortune.
What ever happened to ‘i’ll go with my gut, it’s great.’