Machines and human expertise unite to predict which creative executions will succeed
4 November 2019 –Toluna has launched an innovative new tool which enables clients to pre-test advertising in just 24 hours. ACT Instant uses machine and deep learning elements of artificial intelligence (AI) to predict advertising performance without the need for surveys or respondents. At launch today the solution is available in the US for mobile social video and will roll out globally for other ad formats.
Toluna already utilizes proprietary solutions across the entire creative development lifecycle from early stage concept development to finished creative testing. ACT Instant complements our existing final creative solutions by providing clients with detailed advertising recommendations and predictive performance based on algorithms coupled with analysis from advertising experts.
ACT Instant utilizes best-in-class custom algorithms to code ads across 130+ variables. The level of granularity and data this provides are unparalleled in copy testing, enabling Toluna (formerly MetrixLab) to provide more detailed recommendations to clients than ever before. Machine learning-based predictive modelling is used to ensure that overall performance predictions align with the validated copy testing approaches that Toluna has historically used to test thousands of ads each year.
Rick Candelaria, SVP Consulting, Brand Engagement at Toluna, says: “Most new solutions in our industry are really just incremental advancements of existing methodologies, and most still leverage traditional survey-based approaches. What makes ACT Instant so genuinely different is that we have combined an incredible amount of institutional learning with our own extensive ad testing databases in an approach that eliminates one of the most time-consuming and resource-intensive steps – namely creating, fielding and analyzing a consumer survey. This is game-changing for the research industry because we know clients currently struggle to fit creative testing into their shrinking development timelines. ACT Instant requires just 24-hours to predict which executions have the best chance of success, plus it uses some really advanced technology that has created a real ‘buzz’ in the marketing and business world.”
