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Here's how to define your product category, messages, competitors and target audience.

When preparing an ad format for its testing, make sure to also define your product category, message, competitors, and target audience. That way, we'll be able to accurately test your ad's effectiveness! 💪

Here's a short explanation of what each metric means and tips on how to define them. ⬇️

Product category

Examples: energy drinks, chocolate, light bulbs, car insurance

TIPS

💡 Try to be as specific as possible. Drill down to the product or service you are selling instead of defining a broader category.

Messages

Define a maximum of 3 messages. Less is better.
A single message should be under 30 characters.

Examples: energy boost, time to relax, sweet

TIPS

💡 Make sure your message is a short, clearly articulated idea you wish to convey with your ad campaign.

💡 Avoid including your brand.

✅ cat loves the food

❌ cat loves ~~Brit~~

In our research, we also measure the association of key messages with your competitors. If your brand had already been mentioned in the message, respondents would only associate it with you. Therefore, you wouldn’t be able to clearly understand how well you fare among the competitors.

💡 Avoid long-winded claims you might already communicate in your advertising.

✅ with a love for cats

❌ Brit produces cat food with love

We want to measure the essential thing you are communicating. People don't take away long messages from campaigns, but instead, a short association that goes straight to the heart of the matter.

💡 Avoid multiple messages that overlap in meaning.

✅ health-conscious

❌ health-conscious, healthy

💡 Avoid multiple messages that overlap with a given category

✅ cat food, low-fat

❌ cat food, low-fat cat food

Competitors

Define precisely 4 competitors.

Examples: a particular brand (Starbucks, Coca-Cola, Hershey's, Netflix, etc.)

Without knowing who your competitors are, we can't tell you where your brand stands on individual messages. It's important to know whether your competitors are also pursuing or already are associated with a given message.

TIPS

💡 Even if you consider yourself to be a small business, don't forget the large brands.

💡 Don't forget to include brands with a similar proposition.

Target audience

Define your target audience. If you plan on running a TV campaign, we recommend picking the representative online population.

TIPS

💡If you know your target audience to be smaller, feel free to define it more precisely.

For example–if you sell dog food, you can define your target audience to include only people who already have a dog. If you sell beer, you can define your target audience to include only people who drink alcohol.