Creative testing solutions to test, learn, launch
Too many creative testing solutions fall short. They’re not predictive, not actionable, and don’t explain why an ad works or doesn’t. Dynata’s creative evaluation solution helps advertisers test and improve concepts, ads, and campaigns using memory-based diagnostics and validated performance metrics. Our approach focuses on attention, branding, and motivation to understand what will break through clutter and influence real-world behavior. Whether you’re selecting the strongest ad, optimizing edits, or comparing performance across media types, Dynata gives you the insight to launch with confidence and the guidance to make every impression count.
- Identify top-performers with predictive creative testing.
- Understand why ads work with memory-based diagnostics.
- Optimize creative by channel, format, and audience.
Data-driven results that stick
70x
Ogilvy award-winning creative evaluation framework
30x
Years of creative testing expertise across all
media types
Benefits of Creative Evaluation
Predictive performance
KPIs and diagnostics aligned with in-market success, not just short-term lift
Memory-based testing
Measure emotional memory and moments that influence brand perception and motivation
Moment-by-moment diagnostics
Pinpoint which visuals, messages, or edits build or erode effectiveness
Format-specific testing
Evaluate creative across display, video, print, audio, OOH, and social using channel-appropriate methods
Realistic attention environments
Ads tested in context (e.g., clutter reels, social feeds) to replicate how people view media
Concept to campaign coverage
From idea testing to full campaign review—measure at every stage of development
Normative benchmarks
Compare creative to category, format, and brand maturity norms to contextualize performance
Actionable reporting
Executive summaries, heat maps, and optimization guidance to improve future campaigns
Built on Proprietary Diagnostics & Modeling
Dynata’s creative testing solutions are powered by exclusive diagnostics such as PictureSort, CopySort, FlashTest, and moment-by-moment visual memory testing. We simulate real viewing environments to measure true attention and emotional response. Our methodology blends validated KPIs with decades of creative effectiveness research, supported by Dynata’s global panel of millions of real consumers and business professionals.
How Creative Testing works
Dynata goes beyond first-party data to understand and
target your respondents more holistically
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01
Select creative assets
Choose ads, concepts, or edits to test—any format,
channel, or development stage. -
02
Test in context
Ads are shown in cluttered, channel-specific environments and evaluated using Dynata’s memory-based diagnostics.
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03
Analyse and optimize
Receive detailed reports with performance benchmarks and moment-by-moment guidance to refine creative and boost results.
Connect with the team
We’re here to help with a project, provide more information or answer
any questions you may have.