What does A/B testing compare in advertising?

A/B testing in advertising is a method that involves comparing two versions of an advertisement to determine which one performs better in terms of effectiveness. This method allows advertisers to analyze how small changes in ad design, copy, or calls to action can significantly impact audience engagement and conversion rates.

By presenting one version of an ad to one segment of an audience and an alternate version to another segment, advertisers can gather data on metrics such as click-through rates, conversion rates, and other performance indicators. This helps in understanding what elements resonate more with the target audience.

In contrast, the other options do not pertain to the process and focus of A/B testing. Marketing budgets relate to financial allocation rather than direct performance comparisons of creative assets. Overall market trends concern broad shifts in consumer behavior or preferences and are not specific to individual ad performance. Lastly, brand safety measures focus on ensuring that advertisements do not appear in inappropriate or harmful contexts, which is unrelated to the comparative analysis that A/B testing provides.