easy2survey launches Pre-Test Tag-On

Utrecht, 17th of April 2019, DVJ Insights launched the first automated test for measuring the strength of a TV and radio tag-on within the easy2survey platform. Tag-Ons are used often, but a good test wasn’t available thus far. Because the goals of a tag-on are often related to strengthening or enriching the message, a separate test is vital. By placing this test within the easy2survey platform, advertisers are able to test a tag-on fast and cost-efficient. A special benchmark is created to compare results in the right way and make the right decisions. As a result, advertisers can increase the ROI of every campaign even more.

Lucas Hulsebos, CEO DVJ Insights: “It is common for the main campaign to get tested, but the additional tag-on rarely gets the same treatment. easy2survey has learned through extensive research that the appearance of the tag-on significantly matters. A tag-on can be a very strong marketing tool when used right, so it is very important that the tag-on can deliver just that. However, the test has to be designed based on the goals of a tag-on, and those are slightly different than the goals of the main commercial.”

About the Pre-Test Tag-On

The Tag-On Test consists of the following aspects: easy2survey uses a unique method that considers the way TV and radio are used. The test uses a natural exposure to the main advertisement and the tag-on, to replicate the real-life media environment. It measures the impact the combination has on the brand and the message and compares it with the special new benchmark. The pre-test measures the engagement with the tag-on from scene to scene. The holistic set-up provides all the necessary diagnostics to optimise and improve. All to guarantee the tag-on’s added value.