Digital research agency MetrixLab has launched a tool called 'ACT Instant', which uses machine and deep learning elements of artificial intelligence (AI) to predict advertising performance, without the need for surveys or respondents.
MetrixLab already offers proprietary solutions across the creative development lifecycle - from early stage concept development to finished creative testing. Currently available in the US, and soon to be rolled out globally, the new ACT Instant solution allows clients to pre-test advertising in just 24 hours. Users are provided with detailed advertising recommendations and predictive performance based on algorithms which code ads across 130+ variables, combined with analysis from advertising experts.
Rick Candelaria (pictured), SVP Consulting, Brand Engagement, comments: 'What makes ACT Instant so genuinely different is that we have combined an incredible amount of institutional learning with our own extensive ad testing databases, in an approach that eliminates one of the most time-consuming and resource-intensive steps - namely creating, fielding and analyzing a consumer survey. ACT Instant requires just 24-hours to predict which executions have the best chance of success, plus it uses some really advanced technology that has created a real 'buzz' in the marketing and business world'.
Web site: www.metrixlab.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.