Test the persuasiveness of your campaign among your most important audiences.
Creative Focus scientifically determines the effectiveness of your organization’s messaging and creative efforts. The testing process begins by determining what you want your campaign to do (persuading people to support your candidate or cause, for example, or improving public opinion about your product or service) and which questions will most accurately gauge audience response.
Your audience is the universe of people whose opinions you wish to test. You can survey national audiences (predefined populations like all U.S. adults, all registered voters, etc.), use a saved audience, or create a new audience using location filters and demographic filters (e.g., age, gender, race, education).
Subgroups are specific audiences within the universe you’re testing. For example, if you survey people of color within the state of California, you may wish to break down that audience into different age groups. In addition to demographic differentiators like gender, education, party affiliation, region, and ideology, Creative Focus also can analyze custom segments like urbanicity.
Creative Focus enables users to upload and test a wide range of messages and content formats (including videos, images, direct mail or email, and slogans) to quantify their creative’s impact on audiences. You should only study the same types of creative against each other, however — videos vs. videos, for example.
Creative Focus shares with you the average overall treatment effect of your message or creative as well as its effect on subgroups, identifying whether one example is more persuasive than others or if their impact is essentially the same. It also identifies whether your organization runs the risk of audience backlash that could jeopardize your campaign or brand image.
Audience Seeds is a Creative Focus extension that helps you find the people who are most likely to be persuaded by your efforts. Civis predicts which individuals in our Basefile (a comprehensive, person-level data set spanning more than 230 million Americans) are most receptive to your message, and sends a list of the most persuadable to a data onboarding partner to seed a digital lookalike buy.
Creative Focus is designed to help organizations identify their most persuasive message and reach the right people with that message. Take a look at how Creative Focus works.
Our testing solution focuses on causation to determine your message’s motivational impact on your most important audiences. You can test all the ways you’ll implement your campaign:
Creative Focus can be used before a campaign begins to identify which messaging strategy is most effective. You can then test finalized ads and new messages as your campaign runs, collecting understandings and higher-level insights about what works and what doesn’t.
Make your Creative Focus test even more impactful by focusing your ad buy on the audiences or geographic targets most receptive to your messaging. Our data science-driven model ranks the persuasiveness of your creative on every individual in Civis Data comprised of 230 million Americans. You can use these persuasion scores to build your own model, or we can cut a list of the most persuaded individuals and/or geographic clusters so you can extend your campaign to lookalike audiences across social media.
Creative Focus gave us timely data to make informed messaging decisions.”
Brands, campaigns, and nonprofit organizations have already leveraged Creative Focus to improve their ad buys and digital precision.
Creative Focus also measures your ad’s potential for negative impact, so you can avoid wasting money on messaging that could directly hinder your efforts or tarnish your image.
With research indicating minimal correlation between popularity and action, we don’t focus on vanity metrics like clicks or shares. We measure the true incremental impact of an ad so you know with confidence which message will deliver results — and with whom.
Run multiple image, message, and video ad tests, then access the results in a matter of days. You’ll have a clear understanding of which ads will be persuasive and help achieve your goals.
