Xpert: Comparing ad creatives (video)
Solution
& Messaging
Experience
Upload at least two videos you want to compare—but you can include up to six. Then add any special attributes you want to include in the survey, alongside our standard aytm metrics.
Now you'll have all the data you need to analyze the pre-built report for your advertising creatives. Once the survey is complete, you can immediately pull up the Xpert Solution report and start digging into the results.
- aytm's Concept Lab
Quickly see Top 2 Box summary statistics and significant differences between your concepts. - Key insights
Receive an automatic narrative summarizing your results and highlighting key findings, including a recommended advertisement. - User/non-user comparison
Optional feature to identify users and non-users and explore their reactions separately. - Downloadable deliverables
Easily download a pre-populated .PPTX, an Excel summary of results, or access your raw data in a variety of file types.
- Appeal
- Believability
- Relevance
- Clarity
- Likeability
- Overall attitude
A composite score of the above individual metrics - Preference score
- Open-ended feedback
Likes, dislikes, and unaided description of the advertisement's main message
Respondents will see each of the ad creatives in a random order and rate them according to five standard criteria (how appealing, believable, relevant, clear, and likable it is). They'll also rank any special attributes you’d like them to consider. Then, the respondents will share their thoughts and describe the main message of the ad.
After they've seen all the ads, they'll do a comparison task where they'll pick the best from a series of pairs until we determine the top-ranked. In order to make a recommendation, we'll look at the overall attitude score, how many attribute endorsements respondents had, and how often it was chosen as the preferred ad in the comparisons.