In today’s dynamic advertising landscape, companies are constantly seeking innovative ways to improve their ad testing processes. At DVJ Insights, pre-testing is one of our core competencies and our ad-testing solution has consistently delivered valuable insights. Using a combination of measuring consumer viewing behaviour and our MassQual techniques, we have helped hundreds of advertisers to make more impactful advertising.
However, our endless pursuit of making research better every day led us to explore the potential of AI in enhancing our research capabilities. In recent months we have tested a multitude of AI applications. From that, we learned that while no AI application could replace our proven methods, Predictive AI emerged as an interesting addition that complements and enriches our existing ad testing approach.
Using Predictive AI in Advertising Research
Predictive AI is a cutting-edge approach that merges academic knowledge from neuroscience with machine learning to forecast consumer viewing behaviour. Trained on a vast database of thousands of ads, this technology is capable of predicting where viewers are likely to focus their attention in both static and video ads. The outputs from Predictive AI include heatmaps that visually represent areas of interest and quantitative KPIs that offer deeper insights into ad effectiveness.
One of the primary KPIs generated by Predictive AI is Cognitive Demand. This metric measures the amount of human processing power required to understand an ad, gauging the level of visual information viewers need to process. The second KPI, Focus, assesses the degree of concentrated attention a viewer maintains while engaging with an ad. Ads cluttered with multiple attention-drawing elements tend to diffuse viewer focus, whereas a more streamlined design can enhance viewer engagement.