Ad Effectiveness Norms
We benchmark every metric against norms from 20+ categories. A recall score means nothing without context — we provide it.
Research Solutions
Ad Testing in Poland
Measure recall, branding, emotions, and purchase intent — before and after media investment
Before You Spend — Measure First
You’re about to spend PLN 500,000 on media. The creative director loves the ad. The CMO approved it. But will it actually be remembered, correctly branded, and persuasive enough to shift purchase intent? Ad testing answers these questions with consumer data — before your budget is committed, or after the campaign runs, to prove what it achieved.
The Effectiveness Scorecard
What we measure. Every Fieldstat ad test produces a standardised effectiveness scorecard: unaided recall (what does the respondent remember without prompts?), aided recall (do they recognise the ad?), branding (do they correctly attribute it to your brand?), message takeaway (what’s the main message they retained?), likeability (how much do they like the ad?), emotional response (what emotions did it evoke?), persuasion (did it change their opinion?), and purchase intent (are they more likely to buy?). We benchmark every metric against category norms to contextualise performance.
Four Testing Formats
Four testing formats. Clinical testing (forced exposure): the respondent views only your ad — maximum analytical precision. Clutter testing: your ad is presented among other ads and programme content — simulates natural viewing conditions. A/B creative testing: two or more variants tested on matched samples — identifies the winner. Pre-post measurement: the same metrics measured before and after campaign exposure — proves actual market impact.
Multi-Channel Creative Coverage
Multi-channel creative testing. We test TV spots, online video, social media ads (posts, stories, reels), display banners, print ads, outdoor (OOH), radio spots, and podcast ads. Each channel has its own attention dynamics — our test designs account for format-specific viewing behaviour.
Category Norms That Give Numbers Meaning
Speed and norms. Online ad tests on our NPB panel deliver results in 5–7 business days. Our norms database covers 20+ categories — so you know whether your 42% aided recall is strong for insurance ads (yes) or weak for beer ads (very). Without norms, a number is just a number.
Market in Numbers
8 metrics
recall, branding, emotion, persuasion & more
5–7 days
online test turnaround
20+
category norms in our database
4 formats
clinical, clutter, A/B, pre-post
Sources: ARF, ESOMAR, Fieldstat ad testing norms
Ad Testing Formats
| Format | How It Works | Best For | Sample |
|---|---|---|---|
Clinical (forced exposure) |
Respondent views only your ad |
Diagnostic analysis, creative refinement |
N=150–300 |
Clutter test |
Ad shown among other ads/content |
Simulating real viewing conditions |
N=200–400 |
A/B creative test |
Two+ variants on matched samples |
Selecting the winning creative |
N=150–300 per variant |
Pre-post |
Same metrics before + after campaign |
Proving campaign impact |
N=300–500 per wave |
Sample Research Questions
Czy reklama skutecznie komunikuje kluczowy przekaz marki?
How do consumers emotionally react to the advertising spot?
Which creative variant has the greatest persuasive potential?
Does the advertisement build positive brand associations?
What is the ad recall after a single exposure?
Why Fieldstat?
Multi-Channel
We test TV, digital video, social media, print, OOH, radio, and podcast ads. Same rigor, format-specific designs.
5-Day Turnaround
Online ad tests deliver results in 5–7 business days — fast enough to adjust creative before media booking deadlines.
Holistic Analysis
We analyse recall, branding, emotion, and persuasion together. An ad can be memorable but poorly branded — we catch that.
Benefits
- Standardised effectiveness scorecard across 8 key metrics
- Category norm benchmarks from 20+ industries
- Results in 5–7 days via NPB panel
- Multi-channel testing: TV, digital, social, print, OOH, radio
- A/B variant testing on matched consumer samples
- Emotional response measurement beyond simple likeability
- Branding diagnostics: is the ad correctly attributed to your brand?
Applications
TV spot effectiveness testing
Digital and social media ad evaluation
Print and outdoor (OOH) creative testing
Radio and podcast ad measurement
A/B creative variant selection
Pre-launch creative optimisation
Post-campaign effectiveness measurement
Multi-market campaign comparison
Implementation Process
1
Creative Brief
We discuss the creative(s), campaign objectives, target audience, and select the optimal test format (clinical, clutter, A/B).
2
Test Design
We build the questionnaire with standardised metrics, select the respondent sample, and prepare exposure protocols.
3
Ad Exposure
Respondents view the creative(s) and complete the evaluation questionnaire on our NPB panel or in-studio.
4
Benchmarked Analysis
We score every metric against category norms, identify strengths and weaknesses, and diagnose branding or persuasion gaps.
5
Recommendation Report
You receive a scorecard, norm comparison, diagnostic analysis, and actionable creative optimisation recommendations.
Frequently Asked Questions
How many ads can be tested at once?
Typically 1–4. For more, we use rotation designs to prevent respondent fatigue. A/B tests compare 2–3 variants on matched samples.
How much does ad testing cost in Poland?
Single-creative online tests from PLN 12,000. Multi-creative A/B tests from PLN 20,000. Pre-post measurement from PLN 25,000.
Do you test social media ads?
Yes — we test Instagram posts, stories, reels, TikTok videos, Facebook ads, and YouTube pre-rolls with format-specific exposure designs.
What are category norms and why do they matter?
Norms are benchmark scores from hundreds of previous ad tests in your category. A 42% aided recall means nothing alone — norms tell you whether that’s strong or weak for your industry.
Can you test a rough cut (unfinished ad)?
Yes. We test at every production stage: storyboard, animatic, rough cut, and finished ad. Earlier testing enables cheaper optimisation.
When should I test my advertising?
Pre-test at storyboard or animatic stage to optimise before production spend. Post-test after airing to measure real-world impact. Both is ideal.
What does an ad test measure?
Attention, brand linkage, message takeaway, emotional response, persuasion (purchase intent shift), and ad diagnostics (likeability, clarity, uniqueness).
How fast can I get ad testing results?
Online ad testing on the NPB Panel delivers results in 5–7 business days. Video and storyboard tests typically take 7–10 days.
Industry Sources & Standards
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Related Sectors
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