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Online Campaign Testing

Aims

  • Purely technical measurements (e.g. click-through rates) only partially register the effect of online advertising.
  • Market research, however, can help
    • to estimate in advance the effects of online advertising (pre-testing);
    • to reveal the mechanisms behind these effects and indicate strategies for optimisation (parallel and post-testing to determine marketing efficiency).

Results

  • Selection of the most suitable designs (pre-testing material, e.g. banners, microsites…).
  • Effect of web banners relative to their environment.
  • What effect does the campaign have on the image?
  • Does it increase attention, interest and desire?
  • Does it change attitudes and influence purchasing decisions?
  • Does it lead to actions, such as contacting the company, ordering brochures, etc. (change of behaviour) or even purchase/ ordering of product (transaction)?

Applications

  • Pre-test (evaluation of alternative designs).
  • Parallel test (assessment of e.g. a banner during ongoing campaign/ effect on image/ probability of further actions).
  • Post-test (e.g. follow-up: activation and conversion effects).

Areas

Managing Director
Dr. Frank Knapp

Managing Director Sales
Dieter Gabsteiger