Learn about one way that we approach testing advertising with customers

1. Online ViV Advertising Testing
Case Study

2. Tool Overview
Online Video-in-Video (ViV) advertising testing
allows you to quickly get customer feedback on ads.
Participants complete tasks while recording
themselves using their own webcams and on-screen
activity.
Using this tool you are able to capture the
consumer’s facial expressions and emotions,
comments and thoughts as they explain their
reactions and actions out loud, while
simultaneously capturing their entire desktop
screen activity (viewing an ad or a website, etc).

3. The Challenge:
A consumer electronics company had a video advertisement featuring a celebrity
spokesperson. The company wanted to understand if the video advertising resonated
with the target audience, if key brand attributes were coming through, and if the celebrity,
specifically, was connecting with the target audience.
*Representative advertisement. Due to confidentiality actual advertisement and client name could not be used
Case Study

4. Approach: Advertising Review & Post
Review Survey
Participants were asked to view the video advertisement twice. In the first
viewing they were asked to respond to the advertisement overall. In the
second viewing they were asked to respond to more probing questions
around the celebrity in the advertisement.
Instructions for each viewing session were displayed below the video on
the custom web page designed specifically for the study.
Participants’ verbal responses were captured as well as their non-verbal
responses including facial expressions and body language while viewing the
advertisement.
After the advertising review, participants completed a 15 question survey
that covered brand attributes, open-ends on both the celebrity and brand,
familiarity with the celebrity and brand, as well as other reactions to the
advertisement.
Case Study

5. Client Access
Upon completion of the advertising review and post-
review survey the results were posted to a client
facing portal. This allowed the client to view, first-
hand, the reactions of the participants as well as
have direct access to the data from the survey.
Output: Report
Following an in-depth analysis of the output, a
detailed report was delivered to the client that
outlined key takeaways, analysis of responses, and
recommendations. The report included quotes,
screenshots and other supporting materials.
Case Study

6. Thank You.
At Clearworks we help our clients connect with their
customers to create clear and compelling products, services
and messages. We get what it takes to bring a product or
service idea to life and how to create an actionable plan to
get there. We understand what you need to know and how
you’re going to use that information to make decisions. Let us
bring clarity to your products and services.
customers. connections. clarity.