Aus Agency Paper Moose Unveils Ad Pre-testing Tool

In Australia, independent ad agency Paper Moose has announced the launch of an AI-based creative concept pre-testing tool called Moose Review.

The firm says the hybrid approach, the first to emerge from its Innovation Lab, is more objective than traditional, purely human-based methods. Synthetic panels are used to produce results in minutes, according to co-founder and CEO Nick Hunter.

In conversations with news sites www.mumbrella.com.au and www.bandt.com.au , Hunter said the new tool started out as a way to focus on marketing science and understanding the drivers of effectiveness, and became a 'full-blown competitor' of other ad testing organisations like System1 and Kantar. Moose Review can be used from an early stage and throughout the creative process, saving time and money on false starts, according to Innovation Lab leader Joshua Flowers (pictured): 'Our motto internally has become 'test early, test oftenʼ. What this enables is profound.' Hunter says results from the synthetic panel correlate 'about 87% of the time' with those from humans.

At present Moose Review is used in the development of creative for the firm's own clients, but Hunter says it may be offered as a standalone for external clients in future.

The Lab has also given birth to a multi-modal, in-house AI assistant called Moose Bot, among other projects. The company is online at www.papermoose.com .