Creative contextualisation

We recommend contextualizing the visuals you add to best represent the distribution environment of your advertising campaign. This establishes the creative in its environment and highlights the situation for respondents. It’s a win-win situation: the visual’s contextualization increases the precision and reliability of the results. It also enables the respondent to evaluate the environment, and therefore the format, as part of the creative assessment.

What does this mean in practice?

• For display campaigns, showcase the specific format (such as a banner, wrap, interstitial, or rich media) directly in your uploaded visual—not just the creative itself.

• For DOOH or OOH, specify if your campaign appeared mainly in outdoor, transport, retail, or event spaces.

• For OLV or CTV, make it clear whether your campaign ran as in-stream or out-stream video.

• For in-game ads, indicate if you used rewarded ads, native placements, or rich media formats.

• For social ads, upload a visual that shows exactly where the ad appears—carousel, in-feed, or short video (Story, Reel, etc.), depending on the campaign.

Be extra careful about your ad visibility

While it’s important to add context, make sure your creative remains clearly visible—especially for formats like display or in-game ads, where too much background detail can make the ad itself harder to see. For the best results, consider using a GIF that alternates between your ad in its real-life context and a close-up of the creative. This way, respondents can experience both the environment and the details of your ad, giving you the most valuable feedback on your campaign’s performance.