Top-notch campaigns that have gone live without pretesting include Allstate‘s “Mayhem” and Old Spice’s “The Man Your Man Could Smell Like.” And as more marketers rely on gut feel rather than time-consuming consumer surveys while they pump out content on tight time frames, ads are being judged, altered and sometimes expanded after they are in market, using tools like social listening to gauge viewer engagement.

Adapted from Advertising Age.

Need For Speed in Digital Putting Copy Testing to the Test | CMO Strategy – Advertising Age http://t.co/XXOFP53I9D

— Shilpa #ThinkBlink (@ShilpaRaikar) September 15, 2015