Wunderman Thompson Debuts Attention-based Testing Tool

WPP-owned marcoms network Wunderman Thompson has launched an AI-powered creative testing tool called 'Reveal', which measures the attention and the emotional connections that people have with brand content.

Developed by the agency's team of data specialists and technologists, Reveal taps into a panel of core target audience participants to observe reactions including micro-expressions and changes in muscle movement in the face. The firm says these unconscious movements show 'genuine emotional responses' which are 'involuntary and authentic', and map the changes to emotional states on a second-by-second and frame-by-frame basis. This enables brands to know when the viewer is paying attention, getting immersed in the story, and forming emotional connections.

Users can test different video edits, headlines, images and copy to understand what works best for the target audience, and optimise creative communications accordingly. The process is completely consent-based, and no personal data is stored beyond the time required for analysis.

EMEA Managing Director David Lloyd (pictured) comments: 'Reveal is a game changer for creative testing. Not only because it allows brands to test a larger audience, faster and more cost-effectively than traditional methods, but it also delivers a far richer understanding of how to improve the creative performance of branded content, based on the data and insights collected'.

Web site: www.wundermanthompson.com .