“Traditionally from an online advertising perspective, we invest heavily in paid search and display advertising. We’re going to use data to start to test display advertising [more]: how effective is our display advertisement? We’re going to leverage our platform to serve up two different types of display ads to understand how effective our banners really are, which in turn can help drive how much we spend on display advertising. That is one way we can leverage testing and optimization for display ads and paid search.”
-Chris Kahle, web analytics manager at Caesars Entertainment, when asked about data and online advertising in his panel at the Adobe Digital Marketing Summit, on March 7.
Testing messages and effectiveness is important, but first know if your frequency capping is correct. Knowing what % of the users reached see the message at your desired frequency vs what % see it thousands of times (and are just bots). That needs to be cleared up prior to any creative testing.