Beyond Broadcast:
Testing Below-the-Line Creative Matters
Imagine launching a TV commercial without first running it through extensive testing. For many marketers, that’s unthinkable. In fact, TV and digital campaigns often receive the lion’s share of testing rigor and budget. According to industry reports, brands spend millions annually on testing above-the-line assets like TV commercials to ensure they’ll resonate with audiences and deliver returns on investment.
But here’s the challenge: while these high-visibility campaigns are essential, brands may overlook another critical area—below-the-line creative, like in-store signage, endcaps, and online product detail pages (PDPs). In several categories, more than 2/3rds of purchase decisions are open to influence at these moments. This means brands are missing valuable opportunities to connect with customers when it counts most.
Testing in-store and online assets is no longer just a “nice-to-have.” It’s a key strategy for maximizing influence, driving conversion, and boosting overall impact.
The Traditional Approach – Why Above-the-Line Gets All the Attention
For decades, above-the-line media—especially TV and digital ads—has been a top priority for testing. These campaigns reach large audiences, command big budgets, and demand high returns, so it’s no surprise that brands are willing to invest in ensuring these ads perform well. In fact, the average brand spends millions annually to make sure its TV ads are rigorously tested before they go live, confident that they’ll capture viewer attention and build brand recognition.
Yet, while above-the-line testing focuses on broad awareness, many brands treat in-store and online marketing as an afterthought. Although these assets appear at a critical stage in the shopper journey, they often receive minimal testing attention. As a result, brands may lose valuable opportunities to influence the buyer’s decision at the point of purchase.
The Case for Testing Below-the-Line Creative
The buying journey doesn’t stop with a TV commercial or social media post. In fact, some of the most impactful moments happen when shoppers are at the point of decision—whether in a store aisle or on an e-commerce page. Studies show that up to 70% of purchase decisions are open to influence at this point. And in categories like snacking, 55% of purchases are made from secondary displays rather than the main aisle, showing just how powerful point-of-sale (POS) marketing can be.
Below-the-line creative captures what is often called the “purchase moment of truth”—the instant when a shopper evaluates a product and decides whether to buy. This split-second decision involves quick assessments, and it’s here that brands need to ensure their message is clear, impactful, and effective. Once you identify this moment of truth, it’s essential to “own” it: the brand must be noticed, recognized, understood, and chosen—often within seconds.
Implementing Effective Testing with SellCheck
Many brands assume that in-store and online creative is easy to perfect because it’s more functional or “transactional” than TV or digital ads. But that’s a misconception. Effective below-the-line creative needs to resonate quickly and be relevant to the shopper at that exact moment. Without objective testing, it’s easy for these assets to lose focus as input from legal, brand teams, managers, retailers, and others can dilute the message. Despite the best efforts to incorporate all feedback, the result is often a cluttered piece that lacks a clear, impactful message.
This is where SellCheck comes in. As an objective third-party with expertise in marketing and behavioral science, SellCheck applies a rigorous testing process to evaluate and optimize below-the-line creative. Our technology and experts go beyond subjective opinions by using human vision AI to analyze visual elements, alongside behavioral insights, to measure what truly drives shopper engagement and conversion. By understanding the behavioral triggers that shape decisions, SellCheck helps brands ensure their creative is always optimized for conversion, making every touchpoint more effective in driving results.
Without the guidance of a third party, brands risk leaving critical in-store and online assets unoptimized, which means missing out on conversions at the most crucial moments.
Implementing Effective Testing with SellCheck
For brands that want to maximize the effectiveness of every touchpoint, SellCheck provides a streamlined, data-driven testing solution designed for impact. Here’s how it works:
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Quick Turnaround
With results delivered in just two business days, SellCheck helps brands move quickly and confidently. -
Investment Efficiency
Testing with SellCheck pays for itself, as increased conversions translate into greater return on investment. -
Universal Application
With SellCheck, you can test any performance marketing execution from in-store to digital and even out-of-home to ensure every piece is ready for maximum impact.
Testing through SellCheck means that every piece of creative—physical or digital—is backed by proven insights and optimized to capture the shopper’s attention at every touchpoint.
Elevate Every Shopper Experience
Below-the-line touchpoints deserve the same careful attention as major ad campaigns. From in-store signage to online product displays, every shopper interaction is a chance to influence buying decisions. By optimizing these assets, brands can amplify their impact and drive meaningful results at critical moments.
At SellCheck, we believe every piece of creative should actively support your brand’s goals. Treating each touchpoint as an opportunity to engage shoppers opens the door to exponential results.