When ABX Advertising Benchmark Index initially started working with this major retailer, the majority of their in-market ads across all media types and channels were underperforming. By year 4, the majority of their in-market ads were over performing and have continued year-on-year.
At the same time, as the retailer’s creative team received feedback from the ABX Creative Feedback Loop™ and learned what worked, they were able to reduce pretests by 50% in year 2. By year 3, pre-tests were further reduced to 15% of their original level. Every year, the continuous feedback loop generated insights and increased confidence in their creative direction.
Another major impact was that the ABX Creative Feedback Loop allowed the retailer to get insights across all media types and channels––not just video and TV–– so the media types that they had never pre-tested previously improved significantly.
