FAQs

What is A/B Testing for Media?

A/B testing is a specialized type of incrementality measurement.  In A/B testing randomized groups are shown a variant of a single variable (web design, landing page, marketing creative etc.) in order to determine which variant is more effective.  Incrementality measurements use A/B testing in certain media channels, such as prospecting, where tracking a media exposure for both the test and control groups is required.  In the case of media incrementality the A group  (test group) is shown business as usual media exposure while the B group (control group) has exposure withheld or is shown a null media exposure, typically a public service announcement (PSA) for a charity of the marketers choice.  The more generic form of A/B testing is called Design of Experiments (DoE).