This document discusses agile advertising testing and qualitative research methods. It provides examples of how a company called Digsite helped other brands and companies test messaging, ads, and concepts through short, iterative qualitative studies. Some key benefits of agile testing highlighted include deeper consumer insights, cost and time savings compared to traditional quantitative testing, and empowering teams to make better decisions through frequent feedback. The document encourages adopting agile testing by running pilot studies, continually learning and adapting methods, and finding champions within organizations.

1. ©2020 Digsite, Inc.
How to Quickly Hone Early
Messaging and Communication

2. About Digsite
Results in as Little as 24 Hours:
ü Live Video Sprints
ü CX and UX Sprints
ü Product Optimization Sprints
ü And more…
Smarter, Faster Qualitative Research

3. 3
Today’s Speaker: Monika Wingate
CEO and Co-Founder of Digsite

4. As brands continually update products
and messaging, the need to stay on-
point with consumers is increasing.

5. The solution?
Agile Ad Testing

6. What does agile
mean for brand
communications?
Many small experiments over a few large tests
Focus on Context & Behavior over attitudes
Team collaboration over siloed development
Adapting to change over following a plan
Iterative campaigns over Big-Bang campaigns
Source: http://agilemarketingmanifesto.org/values/

7. Building Agile Consumer Insights Cycles
Surrogates:
• Current
experiences
• Competitive
concepts
Ad Executions:
(online, print, video)
until attention, brand
fit and intention are
maximized.
Strategy Concepts:
• Headlines
• Imagery
• Benefits
• Claims
• Mood boards
Ad Campaigns:
Measure behaviors,
drill into the “why’s”
to feed new ideas.
CONCEPT POST-PRODUCTIONIDEA

8. When to Use
Qual. vs. Quant.
Quantitative
Online
Qualitative

9. Examples

10. Like Crème Brulee
Creamer? Get $5 good for…
Welcome! Thanks for sharing your thoughts
Creamer Community
Recall Interest Feedback
Can’t wait to see this in my store!
About You
Start+
Idea Stage:
INTENSIONACTION
Example: This brand was not tested

11. 7.5
9.9
8.9
52% 32% 53%
Social Media Test Results
Attention
Interest
Ad A Ad B Ad C
: number of clicks per 1,000 impressions
Facebook Behavioral Test Results
: % who opted in among those who clicked

12. Idea Stage
An electronics company wanted
to develop emotional advertising
that appealed to high end buyers.
n=40
4
days
Result: Visual imagery and emotional
language that differentiates.

13. Agile Video Editing

14. Case Study:
Initial Storyboards
OTC health product wanted to
explore whether their ad concept
and imagery was aspirational to
their category users.
Results: Imagery created
unintended emotional reaction.
n=75
1
day

15. Agile Image Mark-Up
Graphic

16. ©2019 Digsite, Inc.
Case Study: Ad
Development
Entertainment company
needed to identify best
bundle of offers to entice
new customers.
Result: Streamlined message
1
day
n=50

17. ©2019 Digsite, Inc.
Agile Storytelling
Before watching this ad, my impression of BRAND was
After watching this ad, my impression of BRAND is
[BETTER/SAME/WORSE]
and I feel that BRAND is

18. ©2019 Digsite, Inc.
• Company had concerns that
their new approach to explaining
how their product worked was
going to be an ineffective
Case Study: Explainer Video
Development
3
day
n=70

19. ©2019 Digsite, Inc.
Agile Communication Check
2. After watching this video, how strongly do you
believe PRODUCT can provide BENEFIT

20. ©2019 Digsite, Inc.
• Consumer’s did not respond
well to a proposed new
print ad. Why?
Case Study: Pella’s
Ad Campaign Iteration
+
1
day
1
day
+

21. 1. Deeper understanding of what
consumers think
• Learning builds upon what you have
learned in the past
2. Cost savings
• Reduction of almost 85% on cost per
respondent per idea vs. quant testing
3. Time savings
• Agile qualitative reduced time of testing
multiple concepts by roughly 50%
Results

22. Use Agile
Ad Testing
to:
Test Behaviors in Small Experiments
Get Deeper Understanding
Empower Better Team Decisions
Get Feedback More Frequently
Drive Down Costs

23. ©2019 Digsite, Inc.
Making the Shift to Agile Ad Testing
Find a fellow
champion in your
organizational team
1
Run a pilot study
to prove value of
rapid iteration
2
Build, test and learn
as you adapt your
research methods
3

24. ©2019 Digsite, Inc.
Questions?
Monika Wingate
monika@digsite.com
+1 844-344-7483 x700