Ace Metrix Debuts Cultural Impact Ad Measure

In the US, video ad effectiveness measurement specialist Ace Metrix has launched a 'Cultural Perception' scoring system, allowing clients to quantify both the positive and negative impact their advertising has on culture.

Los Angeles-based Ace Metrix scores every national television and digital campaign 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'. Earlier this year, the firm launched an approach which quantifies the 'cultural sensitivity' of ads.

The new Cultural Perception scoring system includes an 'Empower' metric which measures the positive impact of an ad's message, indicating when viewers find it encouraging, inspiring or motivating. Meanwhile the 'Exploit' metric quantifies the negative impact, indicating when ads offend viewers in some manner, whether that's through stereotyping, objectification, glorification, portraying racism or sexism, or even a brand attempting to attach themselves to a cause that is not relevant. Scores for Empower and Exploit are derived from Ace Metrix's emotion measurement platform, which applies NLP and machine learning techniques to tens of millions of voluntary viewer verbatim comments.

CEO Peter Daboll (pictured) comments: 'As media consumption becomes more fragmented or avoided altogether, many brands seek to capture attention and connect emotionally through socially conscious and purpose-driven messaging. But we've all seen examples where well-meaning ads land on viewers with unintended negative impact. Measuring Cultural Perception for an ad is critical for brands managing the risk and reward of achieving those emotional connections'.

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.