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Leverage Data-driven Message Testing

Creative Focus is designed to help organizations identify their most persuasive message and reach the right people with that message. Take a look at how Creative Focus works.

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Determine the Persuasion Effect
Before You Plan Your Ad Buy

Our testing solution focuses on causation to determine your message’s motivational impact on your most important audiences. You can test all the ways you’ll implement your campaign:

  • Text-based messaging
  • Images and creative concepts
  • Video

Creative Focus can be used before a campaign begins to identify which messaging strategy is most effective. You can then test finalized ads and new messages as your campaign runs, collecting understandings and higher-level insights about what works and what doesn’t.

NEW Audience Seeds Extension

Make your Creative Focus test even more impactful by focusing your ad buy on the audiences or geographic targets most receptive to your messaging. Our data science-driven model ranks the persuasiveness of your creative on every individual in Civis Data comprised of 230 million Americans. You can use these persuasion scores to build your own model, or we can cut a list of the most persuaded individuals and/or geographic clusters so you can extend your campaign to lookalike audiences across social media.

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“Using the right messaging with the right audience in the right place is critical to a successful communications strategy.

Creative Focus gave us timely data to make informed messaging decisions.”

Director of Communications, Policy and Advocacy
Erika Briceño Howard
Director of Communications, Policy and AdvocacyUnited Nations Foundation

A Record of Success

Brands, campaigns, and nonprofit organizations have already leveraged Creative Focus to improve their ad buys and digital precision.

Persuasion is the most important part of messaging. Here’s the right way to test for it.

Advertising is omnipresent in American life. Advertisers spent a total of $49.1 billion on television commercials in 2021, up 6 percent year over year, pitching everything from cars to crypto…

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How The Bail Project unlocks the power of data to win bipartisan support for criminal justice reform

The Bail Project, a nonprofit that provides no-cost bail assistance and pretrial support services for low-income individuals, partnered with Civis Analytics to determine the persuasiveness of its bail reform messages.…

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Three lessons from the Biden paid media team for more impactful, authentic messaging

More than 80 million Americans voted to elect Joe Biden, a record turnout fueled by a data-driven paid media campaign that delivered simple, authentic, and powerful messages to the exact…

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Creative Focus: Reach the right people with the right message in any industry

Today, we’re excited to announce General Availability of Civis Creative Focus, our online message testing tool. Now, users in any industry can build better messaging, create more focused advertisements, and generate positive…

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Persuading Illinois Residents to Wear Masks to Halt COVID-19’s Spread

THE CHALLENGE Wearing a mask is one of the most critical steps citizens can take to reduce the spread of COVID-19. But as of June 2020, only 66% of Illinois…

Case Study
Deliver the right message to the right audience at the right time, every time

Think you know what audiences are thinking? Think again. Just ask Fellow Americans. The nonprofit organization, which partners with a wide range of creatives to develop white-label campaign ads supporting…

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Driving donations with the right message for each audience

Many nonprofits find themselves at a difficult impasse: while direct cash assistance may be the most effective way to support the communities they serve, it can also be the most…

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Avoid Backlash

Creative Focus also measures your ad’s potential for negative impact, so you can avoid wasting money on messaging that could directly hinder your efforts or tarnish your image.

Metrics That Matter

With research indicating minimal correlation between popularity and action, we don’t focus on vanity metrics like clicks or shares. We measure the true incremental impact of an ad so you know with confidence which message will deliver results — and with whom.

Learn Fast

Run multiple image, message, and video ad tests, then access the results in a matter of days. You’ll have a clear understanding of which ads will be persuasive and help achieve your goals.

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Interested in hearing more specifics about Creative Focus?

Talk to a Testing Expert