With 83% of testing done on finished films, there’s no opportunity to develop the messaging or ideas further. Soft drink giant Coca - Cola is " playing a trick " when it comes to its digital advertising , given that 30 % of its ads underperform , according to Adam Palenicek , senior insights officer for Western Europe . Speaking at the Neuromarketing World Forum , Palenicek said Coca - Cola spends more than £ 300 m ( $ 40 m ) annually on media in the Western European region , and creates in excess of 170 ads a year . However , ad testing in conducted " too late " in the creation process , meaning that the company often can not test its messaging or ideas , said Palenicek .
Soft drink giant Coca - Cola is " playing a trick " when it comes to its digital advertising , given that 30 % of its ads underperform , according to Adam Palenicek , senior insights officer for Western Europe . Speaking at the Neuromarketing World Forum , Palenicek said Coca - Cola spends more than £ 300 m ( $ 40 m ) annually on media in the Western European region , and creates in excess of 170 ads a year . However , ad testing in conducted " too late " in the creation process , meaning that the company often can not test its messaging or ideas , said Palenicek .