Creative Testing

Definition

Testing different ad designs, videos, images, or messaging to see what resonates. Like A/B testing but for the actual advertisement itself.

Example Usage

We creative-tested a video ad versus three static image versions and the video won by 2.5x CTR.

Origin

Ad testing methodology, fundamental practice in all advertising mediums since Madison Avenue

Fun Fact

The best performing creative is often counterintuitive—what the creative team loves internally often underperforms with real audiences

Source: Advertising Testing Standards

Related Terms

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A metric based on asking customers 'how likely are you to recommend us' on a scale of 0-10, a measure so simple it's kind of genius and kind of useless.

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