Dynamic Logic has launched Creative PreTest, an ad testing product that enables advertisers, agencies and publishers to evaluate online creative units before the ads go into market.

Creative PreTest features a flexible survey tool that can isolate and test any creative variable such as ad color, ad size and placement. Dynamic Logo says their tool includes testing and tracking capabilities for video ads.

"Our experience in online ad effectiveness measurement tells us that successful online branding efforts require similar planning processes to traditional advertising," says Margaret Hung, vice president of research, Dynamic Logic.

"We firmly believe that more online campaigns would successfully achieve their objectives if this practice were adopted in the online medium," adds Hung.

"This is extremely valuable for us because now we can really understand which elements resonate most with our consumers and which still need fine-tuning --  so we always go to market with advertising that works," says Eric Day, account director, Tribal DDB Worldwide.

"Advertisers are consistently migrating to the web because of the real-time results that it can inherently provide as a medium. Those results can often be muted to little more than a click-through or a hover as a means to determine success. This trial and error method of testing creative lacks the insight needed to identify whether or not a concept hits home with a target, as well as simply wastes media money as an ineffective ad runs through its impressions," says Reid Carr, president, Red Door Interactive and iMedia contributor.