Can Barriers to Early Concept Testing Be Removed?

Although John Wanamaker, considered by many a “pioneer in marketing,” once famously said that he knew about half of his ad spend was wasted, he didn’t know which half. MediaScience’s research estimates this figure to be closer to 80/20, with only 20% of ad spend delivering lasting ad impact. The remaining 80% primarily serves to provide gentle nudges on memory. Brands benefit from having more ‘great’ ads and fewer ‘average’ ads.

MediaScience believes that a key strategy is to enhance concept testing. The issue here, however, has long been that concept testing is often a poor predictor of final ad creative. Generative AI has the potential to significantly revolutionize concept testing by creating ads that look and feel ‘real’ – like final ad creative. This allows researchers to test multiple concepts (and even execution elements within these concepts) to identify those most likely to ultimately succeed.

On July 16, as part of ARF’s AI Series, MediaScience will present the findings of a study they conducted using their proprietary AI system for creating ads as well as a live interactive demo.