Ad creative testingvsdobbelmaterialitet

Dobbelmaterialitet, a concept originating from organizational theory and digital strategy, refers to the dual materiality of digital artifacts and their embeddedness in both physical and digital contexts. In marketing and business, this means recognizing that digital content and campaigns have tangible effects and interactions beyond their virtual presence. Ad creative testing involves experimenting with different ad creatives to optimize performance across channels. The relationship arises because effective ad creative testing must account for dobbelmaterialitet by understanding how digital ads manifest and perform differently depending on their material context—such as device type, platform, user environment, and even offline interactions triggered by digital ads. For example, an ad creative that performs well on mobile apps might not translate effectively to digital out-of-home screens or social media feeds due to differences in user engagement patterns and physical context. By integrating dobbelmaterialitet into ad creative testing, marketers can design experiments that capture these dual material effects, leading to more nuanced insights and better optimization strategies that bridge digital and physical consumer experiences. This approach ensures that creative testing is not purely digital-metric driven but also considers the material impact and context-dependent performance of ads, enhancing the effectiveness of digital strategy and business outcomes.