Ace Metrix Launches 'Emotional Sentiment Index'

US-based TV and video ad analytics provider Ace Metrix has introduced a new metric called the 'Emotional Sentiment Index' (ESI), for use in measuring consumers' emotional engagement with ads.

Founded in 2007, Ace Metrix helps advertisers to develop, deploy and target their television and online advertising. In May, the firm raised $8m from investors including WPP, which had already taken a stake in the firm in 2010.

ESI has been developed to measure the creative effectiveness of video ads, and provides advertisers with diagnostics to assess how their campaigns affect viewers. Advertisers receive an index score from 1 to 100 indicating how well each ad engages with viewers on an emotional level, relative to every other ad in the database, other ads in the category, and other ads from the brand.

The firm uses natural language processing algorithms to tot up positive and negative words used in the hundreds of verbal responses / verbatims collected for each ad through its proprietary testing system.

CEO Peter Daboll (pictured) explains: 'One of the inherent benefits of our syndicated model is the ability to introduce a new metric and retroactively apply it to the contents of our database. As such, advertisers not only have this new metric to assess the emotional impact of their latest ads, but the Emotional Sentiment scores are available for all of our 22,000+ ads dating back to 2009.'

Web site: www.acemetrix.com .