Screenforce and commercialreview.nl have been working together for two years to select the latest Dutch commercials for the Commercial Noticeboard every week. Commercialreview.nl is a platform where commercials can be registered to be submitted to a large and diverse Dutch panel. This way we keep track of which commercials stand out and are rated well. Marketing Tribune recently published an article about creative pre- and posttesting, in which Ruben Balfoort and Pieter Meinema tell more about their platform. Screenforce has edited this article. In collaboration with Screenforce, commercialreview.nl is offering a discount on having a pre-test done this summer.

Pre- and post-testing over the years The options and types of pre- and post-testing have increased considerably in recent years. A good example of this is the strong development in the field of neuroscience. More testing is being done because the importance of data has increased. More and more companies are convinced that good marketing is also data-driven marketing. Companies are looking for forms of validation/certainty to measure and increase impact.

Many market research agencies often build on traditional forms of offline research. These investigations are often in-depth and expensive, while the market also demands a fast and efficient approach. This has been the approach of commercialreview.nl from the start. These, often online tests, require a different approach than traditional testing.

About commercialreview.nl Ruben and Pieter started setting up a test environment about three years ago where a 'living room setting' is imitated as much as possible. They were aware that the most important feedback can be gained if it is as pure as possible, for example from the couch. A research setting often makes thinking about marketing communications different from when you simply see an expression and give your first reactions about it. That is the foundation of the commercialreview.nl platform: being able to provide feedback very easily and quickly. Ruben and Pieter think it is important that it is also fun for the panel members to give feedback. They achieve this through their self-developed savings program. Their approach is to make setting up a test easy for agencies and companies. They are constantly improving the tests per type of research and creating as many standard models as possible based on their experiences and collaborations with advertisers and agencies.

The data obtained The same applies to the feedback of data: this can also be done better and more visually on standard dashboards where users can filter and select themselves. Ruben and Pieter spend a lot of time in discussions with experts and experienced experts to further optimize the research models and data visualizations. What is also unique is that they have built up a huge database of commercials from which they can gain insights. This makes benchmarking very accessible. This database is constantly expanding because it is very easy for advertisers to register their commercials. Their approach from the start was: “How can we make testing as scalable and efficient as possible with the help of software and data models? ”

Make (pre-)testing a standard part of the creation process. Testing at an early stage can save a lot of time and costs. However, it is important to make it a fixed part of the entire process, so that all teams take it into account in their planning and it is not skipped because there is actually no time left. Details can make the difference.

Testing at an early stage can save a lot of time and costs. It is often surprising how much information emerges from rapid research, especially based on responses such as open answers. Often a line can quickly be discovered in the responses and it is possible to recognize good points for improvement on that basis. These can be details that can make all the difference. Clear reactions are regularly received about the music, lighting, voice-over, characters or images that had not been noticed before. That is why it is always advisable to take a test, says Ruben. Comparing two or more concepts can often be a strong indicator. Choosing the right concept at an early stage through testing can prevent you from continuing to develop various other concepts. This can save a lot of time and costs.

Have your commercial tested with a discount via Screenforce. At commercialreview.nl a small test can be carried out from €299, which provides a first impression of the effects of a commercial. An extensive test of all types of marketing communications with N=100 in a self-chosen target group can be carried out for €1250, with the results being shared within 24 hours.

Do you want to have your TV commercial extensively (pre-)tested? This is now possible with a 20% discount. This discount applies to a first test. Request a test via https://commercialreview.nl/request-test/ and put 'SCREENFORCE20' in the general information.

Read the article here on screenforce.nl