Ace Metrix Defines 'Ad Personality Profile'

In the US, TV and video ad analytics specialist Ace Metrix has introduced a feature called the 'Ad Personality Profile', designed to uncover which creative characteristics of an advert are most influential.

Ace Metrix delivers near real-time actionable analytics for TV advertising, including syndicated data via its SaaS solution Ace Score. The new Ad Personality Profile integrates with Ace Score and various data points to reveal how ads fulfil the objectives of the creative brief. The firm says its new tool enables more nuanced creative assessment, by looking at the component drivers of the Ace Score in terms of their relative 'within-ad' importance. These creative characteristics can include areas such as 'likeability', 're-watchability', 'desire' and 'relevance'.

So far, the firm has identified five key personalities using the Profile:

• 'Performer Ads' which grab an audience's attention because they are entertaining or stir emotions;
• 'Re-Engager Ads' which can drive repeat/frequency exposure opportunites;
• 'Professor Ads' which can encourage audiences to be open to new ideas;
• 'Converter Ads' which make consumers think differently about brands;
• and 'Reinforcer Ads' which call upon individuals' pre-existing desires.
  
  Chief Product Officer Bruce Pivarunas (pictured) comments: 'By pinpointing the communicative personality of an ad, advertisers gain much sharper insight into what is and is not resonating with consumers. And by understanding the communicative personality of an ad, marketers are able to place both the ad and their brand into the best situation to succeed.'
  
  Web site: www.acemetrix.com .