Creative|Spark Digital works by placing your creative in a live digital context so that it can be exposed amongst other content. Conditions of selective attention are then simulated that enables evidence based attention metrics.
Thoughts, feelings and viewing behaviour are measured during a fieldwork phase with results delivered via an online dashboard. Insights delivered via the dashboard include;
CREATIVE EFFECT INDEX
Measure of short term behaviour change potential
RETAINED BRANDED RECOGNITION
The creative’s ability to capture Attention and encode Branded Memories
Potential to generate social conversation and earned media value validated to in-market outcomes.
EQUITY EFFECTS INDEX
Measuring the creative’s ability to influence Long Term Choices.
Measuring the power of the creative to improve the likelihood the brand will be chosen.
Measures the Residual Feeling left by the creative, leveraging natural language processing sentiment algorithms from open-end text responses.
Quickly evaluate and optimise digital creative in live environments with results in as little as 24 hours