How it works
PreTesting’s OOH methodology (as opposed to our competitors’ methodologies) tests in a hidden, unobtrusive way. Our respondents don’t know what they’re being tested for.
Furthermore, PreTesting’s Simulated Billboard Drive™ technology mirrors a real-world experience.
Respondents are seated in front of a flat screen monitor and told they are about to go on a simulated drive to test the visibility of exit signs on the highway under different weather conditions so as not to sensitize them to the true nature of the research. The simulated drive will include driving on areas of the highway with no advertising and areas with billboard advertising. As the respondent “drives”, billboards are shown at far, medium, and close distances for real world exposure. PreTesting’s patented saccadic engagement technology will record second-by-second visual engagement.
Methodology
We look at the real-world and ideal world performance of an out-of-home execution to determine how effective it is and where it can be improved. We test for engagement (using our Saccadic e-Motion and eye tracking technology); persuasion; recall; main idea communication; competitive imagery; intent to purchase, act or consider; likeability; and other client-customized diagnostics.
Validation
Our OOH system is so effective in predicting results that our industry studies of the effectiveness of 8-sheet displays and 24 sheet super-boards led to buyout by major media companies.