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
- Evaluation of microsites .
- Banner test .
- Monitoring of word of mouth propaganda using Psyma Online Radar .
Managing Director
Frank Knapp | frank.knapp@psyma.com
Sales Manager
Christoph Haas | christoph.haas@psyma.com
