concept testing

The AI Creative Testing Revolution

Duane Varan, Ph.D. – CEO, MediaScience

Duane Varan (MediaScience) explained how adding AI to concept testing allowed more successful ad testing than was possible previously. Testing real video ads against ads created in MediaScience’s Context Studio by their Mediapet.ai platform found that AI ads were on parity in terms of recall, recognition, brand choice, brand attitude, ad liking and professionalism. An Herbal Essence shampoo ad demonstrated the effective use of AI for creative ad evaluation. The original ad was recreated in AI, and creative variables were isolated and tested through the use of “creative twins.” This methodology was validated by Ehrenberg-Bass Institute. Ads for Nespresso, Purina Puppy Chow and Coca-Cola were also successfully tested. Addressable TV can benefit from this approach to target different creatives to relevant viewer segments.

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The AI Creative Testing Revolution

The AI Creative Testing Revolution

Duane Varan (MediaScience) explained how adding AI to concept testing allowed more successful ad testing than was possible previously. Testing real video ads against ads created in MediaScience’s Context Studio by their Mediapet.ai platform found that AI ads were on parity in terms of recall, recognition, brand choice, brand attitude, ad liking and professionalism.

Member Only Access
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