PreTesting Group is perhaps the only of its kind company which concentrates on trials of Marketing and Advertising creative in real-life scenarios. A few days back they declared that it has built up a technology to facilitate brands to measure participation of the real-world with advertising on the iPad. By means of “People Reader” their patented technology, PreTesting Group utilises 2 hidden cameras to examine how people read the iPad. It also calculates how much response time is used up on Advertising.
Let’s try and find out the mechanism of this unique concept.
2 mocked-up iPad applications or other iPad implementation having advertising is exhibited to each of the test group participants. It shall be put to the knowledge of the participant that an App Developer is fascinated in his views on the proposed Application. The participant or the responder will now be asked to interact with the app at his own time in order to provide the participants enough time to respond to a few of the general questions about the app features once he has finished the app.
The App will consist of a representative number of Content and Advertisements aimed at the benefits of the consumer. If appropriate a test ad, a competitive ad along with the “filler” ad will feature in each app in days to come to provide the responder/participant can have 2 exposures to the Advertising.
Once completed, the process must determine the overall usefulness of the iPad Advertisement through 5 aspects of Involvement, Recall, Communication, Imagery and Persuasion. It’s an exclusive move towards providing real-world knowledge about how prospective ad-units and methods work on iPad. Whether a handful of consumers are able to point out the potential engagement on the iPad or not and what sort of statistics PreTesting comes out with once they complete a few experiments with the iPad, will be very exciting to observe.
Tags: iPad, Mobile Advertising, Mobile Application, Mobile interactive Advertising, Mobile Marketing, Pretesting