Ace Metrix Launches Cultural Sensitivity Ad Measure

In the US, video ad effectiveness measurement specialist Ace Metrix has launched an approach which quantifies the level of 'cultural sensitivity' portrayed in advertising.

Los Angeles-based Ace Metrix scores every national television and digital ad across 118 categories, creating a comparative database of over 90,000 ads - Ace Metrix LIVE. Its panel of at least 500 consumers, demographically balanced to the US census, scores each ad in the exact same manner, and the results are presented on a scale of 1 to 950, with scoring on creative attributes such as attention, likeability, information, change, relevance, desire and 'watchability'.

Based on the same NLP and machine learning techniques the firm uses to measure emotion, the new approach measures evidence of 'empowering' and 'exploitative' signals across all ages, genders, ethnicities and religions, providing advertisers with an understanding of viewer reaction to their ad in terms of cultural and social issues. In addition, Ace Metrix says emotional metrics and viewer verbatim comments provide further insight into specific actions brands can take to reduce negative elements in their creative, and improve their overall 'Cultural Sensitivity Score'.

CEO Peter Daboll (pictured) comments: 'Inspired by the current advertising climate, we wanted to create an all-inclusive score to help brands identify social/cultural triggers in their creative to avoid misunderstandings and backlash. Too many times brands are caught off guard by the unintended, sometimes disastrous consequences of their messaging. Our Cultural Sensitivity measurement mitigates that risk'.

Web site: www.acemetrix.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.