Online advertising has come so far. Why hasn’t ad testing caught up?
Online advertising has evolved at an explosive rate. The basic static banner ads of the 90’s have been replaced with highly sophisticated, carefully targeted, wildly interactive cross-platform experiences. Testing the efficacy of these ads, however, has experienced no such evolution.
Ad testing today still resembles testing from past decades: marketers typically set aside some portion of inventory to create sample groups or test panels in order to try out new concepts. This is still largely the case in measuring everything from TV show lineups to online ad quality. Testing in this form is painful, slow and expensive. As a result, many elements of ads that should be tested – because they clearly impact results and revenue – are not tested. As a result, too many decisions in online advertising are based on gut and intuition instead of hard testing and sound results.
LifeStreet’s RevJet revenue maximization platform turns traditional testing techniques on its head. Using universal object serving technology, instead of making some portion of inventory available for testing, RevJet makes every impression available for testing – and not just once, but multiple times over.
The same impression can participate in the testing of visual objects, including for example tests of background colors, headlines, calls-to-action, images, and fonts, while simultaneously participating in tests of logical objects, such as bidding algorithms, targeting algorithms, and trafficking decisions.
Instead of allocating some portion of inventory to testing, LifeStreet is able to allocate its entire inventory to testing many things all the time (a process called Iterative High Velocity Testing, or IHVT).
The results are stunning – dozens of tests are often conducted on a given campaign, resulting in hundreds of percentage points improvements in yield conversions.
Thanks to universal object serving, ad testing not only isn’t painful; on the contrary, it’s high velocity, perpetual, and seamless.