MetrixLab Extends 'ACT Instant' Ad Pre-Test Tool

Digital research firm MetrixLab has extended its ACT Instant advertising pre-test tool worldwide, and across multiple ad formats including TV and banner ads.

Launched last year in the US for social media video ads, ACT Instant combines machine and deep learning with human-derived insights - to adjust for local interpretation, use of slang, and emotional cues - to predict advertising performance without the need for respondents. Users can pre-test advertising in as little as two hours, receiving detailed advertising recommendations and predictive performance based on algorithms which code ads across 130+ variables, combined with analysis from experts.

Global Director Innovation and Consultancy Jolique Weelink (pictured) comments: 'For us, AI isn't just a buzzword, it's something that we've built into our unique and validated pre-testing methodology to deliver high quality and fast delivery combined with insights expertise at a global scale. We're confident this is a first for AI-based measurement of breakthrough potential that accounts for the current media environment and how people consume media today'.

Web site: www.metrixlab.com .

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