Emotional measurement agency System1 has rolled out its Ad Ratings service in the US and UK, promising brands the ability to understand the potential of their campaigns to drive long-term growth.
Ad Ratings was created earlier this year as a new business arm of the System1 Group, and the new US and UK subscription service launched today is its first major product. The service works by measuring the emotions the ad generates in the consumer and the intensity of that emotional resonance. This produces a rating from 1 star, indicating zero long-term brand growth potential; to 5 Stars, equating to potential for 3%+.
The service analyses ads in over 100 categories, and launches with two years of data covering more than 27,000 TV ads from the US and UK. According to the company, once an ad has aired on TV, it is typically available on the platform the next day. System1 says the prediction aspect of the tool has been independently validated in conjunction with the IPA. Using submissions to the IPA Effectiveness Awards, System1 cross-referenced emotional resonance real-world brand growth in various categories, and the system was modelled on those results.
Gabriel Aleixo (pictured), MD Ad Ratings at System1, says the tool lets advertisers and marketers understand 'which TV campaigns are underperforming, and how their marketing stacks up against competitors'. He adds: 'It's a quick and easy way for marketers to analyse their advertising almost immediately through a subscription service. Brands don't need to wait three months anymore understand how their campaigns are performing, it now takes just a matter of hours with Ad Ratings'.
Web site: www.system1group.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.