Ace Metrix, an on-demand advertising intelligence company, launched a television advertising creative measurement service.
Ace Metrix is a tool for advertisers and agencies looking to track the performance of their ad creative, the creative performance of competitive ads in their own market and across other industries, and quickly respond to consumer trends and feedback.
The web-accessible software program provides near-real-time reports on virtually all new TV ads in the top 24 categories such as auto, retail, packaged goods, and movies, based on the impressions of a nationally representative sample of 500 consumers.
Television ads spending in 2008 totaled over 46 billion dollars, and most leading brands still rely on television advertising for their brand-building. Yet little research has been done over the last 50 years about how ad creative effectiveness is measured.
Some companies, like Google TV and Project Canoe, are tackling the problem of addressability: understanding if a specific ad is reaching a specific viewer, but the measurement of the effectiveness of the creative itself has hardly been studied.
Ace Metrix promises to do just that. Advertisers can measure how persuasive their ad is, how the ad creative ranks in comparison to competitors’ ads, and how consumers react to their ad creative.
Conventional testing systems can take weeks to research and assess new ads via focus groups and other offline techniques. As an alternative, Ace Metrix gives an online report for spots within 24-48 hours of their debut, according to the company and clients who have tested it.
The system evaluates dozens of variables across an array of demographic and geographic targets, and asks panelists to provide their personal impression of spots in open question format, providing customers with a library of "verbatim" qualitative material to help assess ads. The answers are then processed by proprietary algorithms that generate an overall "Ace" score for each spot, as well as separate scores for individual variables.
Advertisers don't need to risk ad spend. Instead, they can incorporate an online dashboard full of on-demand insights into their own creative and their competitors to guide their decision - a viable delivery mode for near real-time, actionable information, says Steve Goldman, co-founder and CEO of Ace Metrix. Daily updates of breaking ads help brand managers quickly determine what works, what doesn't and why, thus saving millions of dollars in misdirected ad spending.
Developed by ad research scientist and Ace Metrix co-founder, Dr. JuYoung Lee, the Ace Score is a calculated score based on raw data that measures persuasion and watchability. The persuasion rating is based on the interactivity of six data elements, desire, relevance, likeability, attention, information and change, automatically captured and analyzed for each ad. Watchability measures the engagement that a person has with the ad.
The Ace Metrix Service Components include:
- Ace Score: patent-pending ad scores measuring both watchability and persuasion of ad creative
- Ace Analyzer: online dashboard with complete reporting of analytics and insights
- Ace Verbatims: real-time, targeted consumer commentary relating to specific creative
- Ace Survey: continuous on-line measurement of in-market television ads
- Ace Insights: professional services
Recent research into the relative effectiveness of ads on TV, in magazines and on the internet found that though TV doesn't deliver as many ads per half hour as magazines, but net recall of TV ads was almost twice that of magazine ads.
