Danny Wysocki talks about coming to terms with not being a psychic in evaluating creative effectiveness April 5, 2010
Posted by Mark Blei in : Staff posts , trackbackMy name is Danny Wysocki and I am a researcher in the Chicago office of Dynamic Logic. I have been working here for the past two years. It’s a great experience and I’ve learned a lot of innovative ways to measure advertising effectives both on and offline but more importantly, I’ve learned something about myself… I’m psychic.
Not Danny Wysocki
Or so I thought. After looking at hundreds of ads and evaluating them, I was convinced that I could take one look at an ad and immediately determine its success or failure based on what I saw. I considered applying my gift to other things, perhaps moonlighting as a palm reader, but unfortunately most of my “premonitions” were usually the exact opposite of what actually occurred.
Is Danny Wysocki
The point is that this happens with ads all the time. They are designed trying to achieve a certain goal and then never tested to see whether they are likely to achieve it. This is where copy testing comes in. Copy testing can help determine which of the campaign ads are most likely to breakthrough in the online environment, which are the best in terms of branding, what messages are being communicated by each ad and much more. Armed with this information it makes it much easier to make last minute changes to the creative to help improve or even save what would be an under-performing online campaign. Surprisingly enough Dynamic Logic offers a copy testing solution… LinkSelect for Digital. I highly recommend it. It is a lot better than my pseudo psychic ability for determining ad effectiveness.
When I’m not in the office or trying my hand at palm reading (pun intended) I am usually either playing soccer, watching movies, or reading.
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