advertising Case Study

Selecting the Concept with the Greatest In-Market Potential

The Situation

Market Potential, Positioning Strategy, Copy Testing

The Challenge

Market Potential, Positioning Strategy, Copy Testing

Approach + Solution

With our Ad Snapshots library of daily-updated new TV advertising, Phoenix selected relevant industry and topic “new normal advertisements” that ranged from poor to high performers; these were transformed from finished advertisements to animatic cuts.

Utilizing our AdPi Copy Testing solution, we evaluated the client’s new animatic creatives alongside the transformed ones and were able to not only measure relative effectiveness but estimate marketplace performance and provide feedback for message and creative adjustments.


Ultimately, the final creative was validated by strong in-market performance and was a top performer in the category, with best-in-class Breakthrough and Lift to Brand Consideration.
Market Potential, Positioning Strategy, Copy Testing

Final Word

The changing world around us makes robust pre-market evaluation a critical component of business success. Using up-to-date real-life norms and comparisons will result in understanding real-life outcomes.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.