Lack of Pre-testing by Advertisers “Absolutely Criminal” says Teads’ Marc Zander #NVF17

Content quality is the key factor for determining how successful an advert is at driving growth, accounting for two-thirds of an ad’s media effectiveness says Marc Zander, global VP of client partnerships at Teads. Yet many advertisers do little in the way of pre-testing their content, instead committing huge budgets to untested adverts, a practice which Zander calls “absolutely criminal”. Here, presenting at New Video Frontiers, Zander talks through Teads’ Creative Lab and explains why thorough pre-testing is crucial for any ad campaign.