The Out-of-Home Marketing Association of Canada [1], in partnership with BrandSpark International [2], has launched a creative pre-test tool to help foster great creative executions.
While launched for Out-of-Home campaigns, we are told that it can be adapted for Digital Out-of-Home, as well.
Developed to help marketers and their agencies maximize the impact of OOH advertising campaigns pre-launch, AdSpark is a fee-based service that can provide two types of research analytics:
- Diagnostic : Creative metric benchmarking, main message comprehension, relevancy and breakthrough via T-scope (timed ad exposures);
- Optimization : Graphics and messaging hotspots, share of attention and attitude analysis.
Three flexible fee options are available based on the campaign specific needs of the marketer, ranging from $2,500-$4,500. The client identifies the desired target audience, respondents are recruited from BrandSpark’s shopper panel of 100,000+ Canadians and the survey is conducted online. Results can be expected within two-to-three weeks after study completion.
This tool enhances the already existing creative resources found on OMAC’s website, available 24/7, including the creative library, which holds over 1,200 different OOH executions and the international creative microsite – a compilation of many of the industry’s favourite global, award-winners.
The resources are to help make creating OOH graphics and messaging easier.