What is the strength of a video idea? Which elements resonate, and which don’t? How do you know that a certain video idea is good enough before spending a lot of money? These are important questions in the development of a video which need answering before investments are made into the production.
DVJ’s Animatic Test offers insight into the potential of your new tv commercial or online video through a validated research model. By using different quantitative techniques, you will get a rich insight into how your new campaign performs, alongside concrete recommendations for execution. Tv or online video can be optimised at an early stage, increasing the efficiency of the production- and media investments.
Our approach
The focus of DVJ’s Animatic Test lies in validating the executional elements of the new TV commercial or online video. In order to give full insight into the campaign’s potential, we relate the animatic to the extent to which the underlying campaign insight resonates with the target group.
- We use a validated model to test the strength of the video, increasing the chance of success in the market.
- We bring the underlying campaign insight to life by using our massqual methodology where we combine different techniques.
- We validate the potential of the concept by using the academically validated Acceptor/Rejector model. The model gives insight into the extent to which the target audience accepts the chosen executional direction.
- We use different diagnostic tools such as free associations, evaluation- and activation statements and a moment-to-moment analysis to understand how your animatic can be further optimised.
- There is an extensive benchmark available where a good comparison can be made with other animatics.
Our deliverables
There isn’t a lot of time in the development of campaigns. Therefore, an animatic test should be carried out in a fast and efficient way.
- The results are summarised in a compact PowerPoint presentation where the animatics potential is determined and possible optimisations identified using the FUA-method.
- Our Senior Consultants translate the results to concrete insights and add value in the interpretation and discussion with important internal and external stakeholders, such as the advertising agency.
- Completion of the study within 5 business days after fieldwork has ended.
Your benefits
- Insight into the potential of the new tv commercial or online video to make a well-considered investment choice at an early stage.
- New insights into how creation works.
- Concrete recommendations which will help you and/or the advertising agency implement optimisations.