ONLINE-ADS>> banner copytesting

olga anikolenko (lenko_at_mindspring.com)
Thu, 11 Sep 1997 21:50:18 -0400

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I am very interested in finding out whether interactive agencies subject
banners to the same copytesting methods used for ads in traditional
media before they place them online. I know that the medium itself
allows for testing banners' performance, but this, essentially, tests
response, which is not the goal of a non-direct response campaign (and I
assume most aren't, since only few CPM advertisers tend to actually
offer anything for sale or aim to generate leads, etc., and the ones
that do buy on a cost-per-action basis). In this case, the clickthrough
measure would be useless, as it will tell nothing about the relative
success of failure of a particular banner, since the objective was not
direct response.

I would like to know if agencies actually do focus groups, preference
and attitude change ranking, Q-sort, etc. to determine the effectiveness
of a particular creative (as in a branding or other non-direct response
campaigns)?

Olga Anikolenko
Masters candidate
Newhouse School of Public Communications
Syracuse University

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