Public Sector Extensions for Ipsos' Creative|Spark

Ipsos has extended its Creative|Spark ad testing solution, adding customised methodologies and metrics which it says allow 'mission-driven organisations' - public, not-for-profit and corporate foundations - to maximise the impact of their campaigns driving societal change.

Creative|Spark was launched five years ago as a solution using a combination of behavioural science, neuroscience, text analytics and machine learning to capture attention metrics in a 'distracted' environment, simulating how people make real-life choices. The evaluation is made across channels including TV, outdoor, print, digital and social media, and promises actionable insights in as little as 24 hours. Earlier this year Ipsos rolled out the service, which is available on the Ipsos.Digital platform, in 24 new markets, including India, Australia, Japan, South Korea and Vietnam.

The new public sector and non-profit-focused features can be used for screening early-stage ideas, evaluating rough cuts, or optimising creative, and claims to measure 'a unique combination of thoughts, feelings, and emotions.' Shaun Dix (pictured), the group's Global Leader of Creative Excellence, comments: 'Public sector and non-profit organisations face mounting pressure and limited budgets to connect with their target audiences to influence short-term and longer-term behaviour change. Creative|Spark for mission-driven organisations empowers them to test their creative before launch and understand what resonates and optimise their campaigns to drive awareness and behavioural change. It's about moving beyond guesswork and making data-driven decisions that maximise impact.'

Home page: www.ipsos.com .

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