Ad Testing: When is the best time to test ads?

Online research tools make it much easier to carry out ad tests then in the past. You can test storyboards and video, and reach real consumers to get feedback on your creatives.  Many organisations are used to testing full creatives, towards the end of the creative process, where several alternative designs are tested. But arguably there is a strong case for testing creatives much earlier in the process when ideas are being formed. Storyboards, logos, web page mocks ups, can all be tested at an early stage.