DAIVID Launches Self-Serve Ad Impact Predictor

UK-based creative effectiveness platform DAIVID has launched a new AI-powered, self-service solution that predicts the emotions an ad will generate, the level of attention it will get, and its likely overall impact on brand and business metrics.

Launched almost three years ago by Ian Forrester, former Insight Head at video tracking platform Unruly, DAIVID automates ad creative testing using facial coding, eye tracking and computer vision data to rapidly predict human attention levels and emotions across a range of platforms, formats and channels.

The new self-serve AI has been trained using tens of millions of human responses to ads over the last six years, and taps a predictive algorithm to forecast the emotional and business impact of a video or image, in minutes and without recourse to audience panels. It also gives clients a second-by-second breakdown of the likely emotions specific aspects of their content will generate among their target audiences; a prediction of the percentage of people likely to feel a deep emotional connection to the content, based on 39 distinct emotions; a prediction for the percentage of people likely to recall the correct brand, share the content, recommend the brand and buy the product - and the key moments driving each; and an overall effectiveness score (out of 10) summarising predicted attention levels, intensity of positive emotions and brand recall.

DAIVID says the sheer volume of ad creative worldwide today means the vast majority goes out without any kind of pre-testing: Self-Serve promises a snapshot of likely response 'at any scale', as well as insights into how to optimise campaigns. The beta version has been used by GroupM, Nike and influencer marketing agency Billion Dollar Boy.

Users upload their content via an API. The firm's continually updated predictive algorithm has been developed by the company's team of data scientists, which is now led by Kantar's former Chief Scientist Mitch Eggers.

'With so much creative being produced these days, it's easy to understand why brands and agencies feel a bit lost in the ad avalanche' says Forrester. 'They want to test and improve the effectiveness of their creative, but struggle to deal with the sheer amount being produced, leading to inconsistent results and a poor return on their media spend. Through our new DAIVID Self-Serve solution, we have cracked the creative code, helping our clients reduce uncertainty, unleash the emotional power of their creatives and supercharge their campaign effectiveness. In a nutshell, we've trained our AI so we can say whether advertising will work or not - and explain why'.

Web site: www.daivid.co .

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