Agencies & studios
Give each animated ad test a clear question
Compare two openings for the same offer so the team has a useful basis for reviewing the message and resulting inquiries.
Capri Video · Updated · 1 min read
An animated ad is easier to learn from when you know what you're testing. For example, try one opening about a customer's problem and another about the outcome they want. Keep the offer and intended audience the same.
Try two openings for one offer
Build two versions of a hypothetical campaign. Change the opening while keeping the main explanation and closing action comparable. Label the exercise as a test concept, not a case study. Avoid changing the offer, audience, and creative premise at once if the team wants to learn which message caused the difference.
What the production team needs
Bring the approved client brief, brand assets, campaign goal and the formats needed for delivery.
Agree who gathers the client’s feedback and which versions and formats are included. Give each version a clear name so changes are easy to follow.
Review it where people will see it
Write down the test question before launch. Review the inquiries as well as attention metrics: interest isn't helpful if it brings the wrong expectations. Make sure the destination page continues the same promise. This gives the next edit a clear focus instead of requiring a new film for every campaign idea.