South Africa, April 10 -- And break through they must, for attention drives business effectiveness. Rand for rand, high-attention media plans boost market share growth by as much as 12% compared to low-attention plans**.

It's not surprising that against this background, brands find themselves fighting for user attention on digital platforms, and investing heavily in high-impact ad creatives that promise results.

But creative success is not guaranteed. Not all ads are noticed, not all messages are understood and not all ads drive intent.

Getting it wrong can be costly, both in lost opportunities and revenue, and in wasted creative resources. It's for this exact reason that ad testing has become so popular in recent years - specifically ...