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The evolution of advertising over the past 20 years has been nothing short of remarkable. It was not until 2005 that digital advertising became recognized as a legitimate advertising medium. According to e-marketer, as of 2024, digital advertising expenditures accounted for more than 75% of global advertising revenue, with streaming and digital video (e.g., podcasts, display video) accounting for a substantial portion of the increase. With such rapid evolution, changes in how advertising creative is tested are needed.
Environmental Changes Drive The Need For New Creative Advertising Testing Methods
With more communication avenues available and many ads being developed to be more personalized than in the past, most advertisers are producing far more ads than they used to. Generative AI has accelerated this trend, allowing for the mass personalization of digital ads. In the meantime, many markets are more competitive than others making efficient allocation of the advertising budget a key for many businesses. Moreover, with single brands running many different ads, it becomes difficult to monitor whether an individual ad is effective. Yet, passing on creative testing is not a good option given the significant investments made in advertising.
One company that is responsive to industry trends that affect creative testing is DAIVID, which has launched a human-informed AI-powered platform designed to measure creative effectiveness. The platform operates by predicting the attention levels and emotions that an ad will generate along with their likely impact on outcome measures including brand and sales metrics. As it is not dependent on panels, the innovative system is trained using tens of millions of human responses to ads and can allow advertisers to know within minutes the emotional impact of an ad along DAIVID’s insight on predicted business outcomes, offering advertisers to test the effectiveness of their campaigns at scale even in contexts where there are large numbers of individual ads.
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