What are the best practices and tips for testing and experimenting with new media formats and strategies?

1 Define your objectives and hypotheses

Before you start testing and experimenting with new media formats and strategies, you need to have a clear idea of what you want to achieve and how you will measure it. Define your objectives in terms of key performance indicators (KPIs) such as reach, frequency, impressions, clicks, conversions, cost per action, return on ad spend, etc. Then, formulate your hypotheses based on your assumptions, research, and insights. For example, you might hypothesize that video ads will generate more engagement than static ads, or that a podcast sponsorship will increase brand awareness among a niche audience.

2 Choose your test design and method

Next, you need to decide how you will design and conduct your test. There are different types of test designs and methods, depending on your objectives, hypotheses, budget, and resources. Some common test designs are A/B testing, multivariate testing, split testing, and factorial testing. Some common test methods are pre-test/post-test, control group, experimental group, and matched market. Choose the test design and method that best suits your needs and allows you to isolate the variables and compare the outcomes.

3 Select your test media and sample

Then, you need to select the media formats and strategies that you want to test, and the sample of your target audience that you want to expose to them. You can choose from a variety of media formats and strategies, such as social media, display, video, audio, email, native, influencer, etc. You can also test different aspects of your media formats and strategies, such as creative, messaging, placement, frequency, duration, timing, etc. Make sure that your test media and sample are relevant, representative, and realistic.

4 Execute your test and collect data

After you have selected your test media and sample, you need to execute your test and collect data. You can use different tools and platforms to run your test and track your results, such as Google Ads, Facebook Ads, Google Analytics, etc. You can also use third-party tools and services to validate and verify your data, such as surveys, focus groups, eye-tracking, etc. Make sure that your test is executed consistently and accurately, and that your data is collected ethically and securely.

6 Apply your learnings and optimize your media plan

Finally, you need to apply your learnings and optimize your media plan. You can use your test results and insights to improve your media selection, allocation, execution, and evaluation. You can also use your test results and insights to inform your future tests and experiments, and to create a culture of learning and innovation in your media planning. Make sure that your application and optimization are aligned with your objectives and hypotheses, and that you monitor and measure your performance and impact.