A/B testing alone doesn’t cut it anymore when it comes to ad creative. Even though it’s automated and typically executed in-market, A/B testing delivers the shallowest level of data available. It can tell you which of two or three ads was the higher performer — but never why.

There’s got to be a better way! blows hair out of face, infomercial-style.

In episode 3 of Resting Ad Face, our VP of Performance Marketing, Susan Wenograd, and I talked about:

• the major downfalls of A/B testing
• why brands today need a deeper level of creative insights
• how a different kind of creative testing (spoiler alert: multivariate testing) can get you there.