Multimarket campaign testing (also called global campaign testing) evaluates advertising concepts across multiple countries or regions simultaneously. This research approach helps global brands understand how creative ideas perform with different cultural audiences before committing to international production and media spend.
Why Multimarket Testing Matters
Creative concepts that perform well in one market may fail in another due to cultural differences, humour styles, regulatory requirements, and visual preferences. A campaign that resonates with UK audiences may miss the mark in Germany, Japan, or Brazil. Testing across markets early in the creative process identifies these differences before they become expensive mistakes—allowing brands to adapt messaging for local relevance while maintaining global brand consistency.
The financial stakes are significant. With global advertising spend exceeding $1 trillion in 2024 (WARC/GroupM), and Nielsen's research showing that 47% of a campaign's sales impact depends on creative quality, multimarket testing ensures the single biggest driver of effectiveness is optimised for each region before media budgets are committed.
How Animatics Are Localised
Localised animatics involve adapting multiple elements for each target market: voiceover language, accent and tone; on-screen text and supers; cultural references and symbols; casting appearance and diversity; music and sound design; and sometimes the narrative structure itself. Effective localisation goes beyond simple translation—it requires cultural adaptation that ensures the creative concept feels native to each market.
AI tools have transformed this process. Where traditional localisation required separate photo shoots or illustration sessions for each market, AI animatics can generate market-specific visuals—adapting character appearances, locations, and cultural details—while maintaining consistent production quality across all versions. Professional translators handle script localisation to ensure cultural accuracy and natural language flow.
The Growing Market for Localised Content
According to DataIntelo, the AI video localisation market is growing at a CAGR of 22-25%, reflecting the increasing demand for culturally adapted advertising content. This growth is driven by brands recognising that one-size-fits-all global campaigns underperform compared to locally adapted creative—and that AI tools now make localisation economically viable at scale.
For brands conducting concept testing across regions, AI-powered localisation means testing localised versions of each concept with genuine local audiences—gathering market-specific research insights that inform both global strategy and local execution.
Myth Labs specialises in creating localised animatics for global brands, enabling efficient multimarket creative testing without the cost and complexity of multiple productions.