Brand- Deliveroo A/B Test

Product Test Type: Pro

Advert Title: Deliveroo it’s all on your doorstep.

1st Party Responses: 100

Targeting:
- Age: 18-55
- Gender: Male/Female
- Location: National UK

Screener: Only Food Delivery app users

Custom Questions:
- Favourite App
- Rank top reasons for using app

A/B Adtest Creative:

Creative 1
- Named- Creative 1
- 20 sec Vertical Video

Creative 2
- Named- Advert 2
- 12 sec Vertical Video Advert Title: deliveroo plus+

Pro- Data Analysis Reporting Fields.

Screener
Custom Data Qualification Points
Demographics
Age/ Gender/ Location (Region/ Division/ County/ State/ DMA) Ethnicity/ Spoken Language/Marital Status/Has Children (gender and ages)/ Mom Type/ Life Events/ Car Type/ Grocery Store
Hobbies & Interests
Google/ Meta List extra detail for Gaming/ Movies, Sports/ TV
Media Test
Emotion/ Understanding/ Likelyhood to Share/ Relevance/ Perception/ Brand Trust/ Action Intent/ Ad Rating
Device & Media
Devices owned/
Appstore/ Google Play App types/
News Sources/ TV Networks/ Websites

AdTest AI Results

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CreativeTargetingGoogleMeta
Findings

Deep Dive Analysis: Creative 1 vs. Advert 2

Ad Emotion –

Creative 1: The most frequent response is “Happy” with 71 responses.

Advert 2: Similarly, “Happy” is the most common emotion, with 59 responses.

Comparison: Both creatives evoke a positive emotion, but Creative 1 has a stronger positive response, indicating higher emotional appeal.

Ad Understood –

Creative 1: “Deliveroo” is the most understood concept with 35 responses.

Advert 2: “Deliveroo” also leads with 34 responses.

Comparison: Understanding is fairly consistent across both groups, suggesting the message communicated is clear in both ads.

Share Ad –

Creative 1: “Very likely” to share, with 45 responses. –

Advert 2: Matches closely with 46 responses voting “Very likely” to share.

Comparison:

Both ads have similar potential for viral distribution, reflecting an equal aptitude for customer engagement.

Ad Relevance –

Creative 1: “Yes,” indicating relevance, is the top response with 68 responses. –

Advert 2: “Yes” is also predominant, with 76 responses.

Comparison:

Advert 2 slightly overshadows

Creative 1 in terms of perceived relevance, suggesting it better addresses the audience’s current needs.

Brand Perception –

Creative 1: “Yes” is the leading response, with 51 affirmations.

Advert 2: “Yes” also dominates but with 61 responses.

Comparison: Advert 2 appears to enhance brand perception more effectively, indicating stronger branding elements.

Brand Trust – Creative 1: “Yes,” signaling trust, tops with 73 responses. –

Advert 2 Similarly, “Yes” is the most frequent response, with 79 responses. –

Comparison**: Advert 2 garners slightly higher trust levels, possibly due to consistent branding and messaging.

Ad Take Action – Creative 1: “Very likely” to take action, with 44 responses.

Advert 2: Identically, “Very likely” also has 44 responses. –

Comparison:

Both ads equally drive potential consumer action, reflecting comparable call-to-action effectiveness.

Ad Rating –

Creative 1: Highest rating of “5” received from 40 responses. –

Advert 2: Achieves 44 top ratings. –

Comparison:

Advert 2 is slightly better received, potentially indicating its overall appeal and effectiveness.

More or Less Likely –

Creative 1: “More likely” is a recurrent decision, with 66 responses.

Advert 2: Similarly, “More likely” prevails with 68 responses. –

Comparison:

Advert 2 demonstrates a marginal edge in influencing future consumer behavior.

Recommendations –

Creative 1: – Strengths: Strong emotional connection (“Happy”), potential for action.

Improvements: Enhance perceived relevance and brand perception to match or exceed Advert 2’s levels.

 

Advert 2: – Strengths:
Superior brand perception, trust, and relevance. Marginally better ad rating.

Improvements: Slight enhancement in emotional engagement could further solidify its impact.

Conclusion
Based on the emotional engagement, brand perception, and relevance, Advert 2 emerges as the slightly superior option. While both creatives are generally effective, leveraging the specific strengths identified and addressing areas needing improvement could optimize overall campaign performance.

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