Virgin Radio Offers Ad Pre-Testing Service

Virgin Radio has launched a new copy pre-testing service which enables clients booking airtime to access independent research feedback on creative to make sure it will be effective before it airs.

‘Soundcheck’, which is carried out online, will use a panel of selected listeners to check that advertising creative produces the desired results when it reaches its audience. Advertisers will be able to test multiple pieces of advertising to gauge which would be the best to use on Virgin Radio, including checking the entertainment value, adding or removing humour or changing the tone as appropriate. It will also enable advertisers running long-term campaigns to determine a particular execution’s burn rate and therefore change it to retain interest.

Steve Taylor, group enterprise director at Virgin Radio, said: “We constantly strive to develop ways to improve the effectiveness of client advertising campaigns on Virgin Radio and have seen great results from using the Access All Areas approach since the beginning of the year. Knowing how a campaign will be received by an audience adds value to a client’s campaign as it ensures relevance and saliency.”

Virgin Radio: 020 7434 1215 www.virginradio.co.uk

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