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Creative Pre-Test

Predict ad performance at speed with the combined power of human and artificial intelligence.

ACT Instant harness AI-based coding, machine learning to maxmize campaign impact

Wondering how your creative will perform?

Creative Pre-Test harnesses the power of AI-based coding, machine learning, and expert human insight to help you optimize your best creative and maximize campaign impact. The solution measures breakthrough and attention through in-context exposure and predictive models grounded in our validated pre-test methodology. Built on a database of 16,000+ ads and leveraging expert analysis from our advertising specialists, Creative Pre-Test delivers high-quality insights at speed.

Ad testing is evolving

Creative Pre-Test is about more than using the latest technology to deliver data fast. This is advertising intelligence at its very best. Here’s what it can do for you:

  • Improve creative at speed to accelerate impact across more content in 20+ countries
  • Optimize hundreds of ads across platforms and formats including social video, online video, and TV
  • Leverage actionable recommendations and expert insights from the unrivalled combination of AI technology and advertising expertise
  • Get results at unprecedented speed that can meet even the most demanding development timelines

“It’s not just a magical black box. You’re seeing the process, you’re seeing what is being controlled by the human input and what’s being done by machines and computers. That transparency really gives you confidence.”

– Alex Bowsher, Strategic Insights Opportunities Manager, Colgate-Palmolive Company, Insights Association

Ad testing is evolving

Log in to Toluna Start and click Initiate on Creative Pre-Test. Provide your project, ad, and campaign details and submit them to our serviced team.

A combination of AI algorithms and human advertising specialists code ads across 130+ creative elements.

We input the coded variables into a predictive model.

A human advertising expert interprets your results with a storytelling angle

You receive actionable insights and clear recommendations. The final report is accessible via My Projects in Toluna Start.

70%

AI-based
coding

Toluna’s proprietary automated coding process leverages the latest in facial recognition and machine learning to deliver predictive scoring of ad performance.

30%

manual coding by an advertising expert

Our specialists code the variables that AI can’t. This double coding process ensures you get the highest level of accuracy and quality of insights.

Gain a competitive advantage

Creative Pre-Test is a game changer in ad testing. Here’s why:

Fast and accurate

70% of the coding is automated, with the remaining 30% performed by our advertising specialists to ensuring high-quality result

Detailed

Ads are coded and analyzed across 130+ creative elements

Scalable

Test hundreds of ads using the same methodology

In depth

Predictive modeling analyzes individual elements and themes: e.g. brand, copy, message, scene, character, audio, and response

Actionable

Our advertising specialists provide written analysis of the results and recommendations

Strategic

You get more efficient and powerful meta-analyses to drive best practices and large-scale learnings

When to use Creative Pre-Test

ACT Instant
  • When you need an ultra-quick turnaround
  • For detailed, actionable diagnostics
  • When screening a large number of assets
  • For competitive assessments
  • To increase the efficiency and robustness of data in meta-analyses
  • As an efficient complement to in-market campaign evaluations
  • If you want to demonstrate usage of cutting-edge approaches

Insights and deliverables

  • You’ll receive a fully analyzed report that includes one scorecard per tested ad
  • Breakthrough and response scores across ads
  • Performance against best practices
  • Reasons for performance rating
  • Expert recommendations based on individual ad/campaign objectives

Within Toluna Start,

click the initiate button to start your project or contact us to learn more.

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