Creative Excellence
OUR SOLUTIONS
Creative|Spark is the next evolution of creative assessment. It captures realistic attention metrics in a distracted environment and observes the reality of how people make choices. It draws from multiple scientific disciplines to measure a range of thoughts, feelings and emotions. With a sales-validated Creative Effect Index, facial coding as standard, and utilising the latest techniques in text analytics and machine learning, Creative|Spark provides deep holistic diagnostics to unleash great creative so you can spark your business. Creative|Spark Digital also places creative in digital platforms so advertisers can evaluate and optimise their creative live in digital context.
From global Fortune 500 giants, to leading national brands and public sector and not-for-profit, Creative|Spark ignites creative excellence across the board. Adapting to all industries, from tech, finance, CPG, retail, pharmaceuticals, to public sector and mission-driven causes, and everything in between, Creative|Spark has your next campaign covered – regardless of sector and campaign format. Whether you're launching a primetime TV spot, developing a social media campaign, designing out of home billboards, or producing a podcast or radio ad that's music to your audience's ears, Creative|Spark spans all campaign formats.
The solution is offered in a range of options from self-serve to full service allowing you to get results in as little as 24 hours.
AI powered Ad Assessment to spark your HI and creative effectiveness
- AI prediction model trained to Creative|Spark sales validated survey KPIs.
- Results available in as little as 15 minutes on Ipsos.Digital for a fraction of the cost of human response survey ad evaluation.
- Available for:
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Trusted sales validations to optimise advertising potential
Creative|Spark AI is grounded in real-world outcomes, built on the highest quality and robust validated metrics from Creative|Spark, including distracted, content environments, and real people. This ensures that the ad predictions are based on the market's strongest pre-testing data.
Creative Effect Index - CEI and indexed sales lift
Boosting effectiveness with Analytical AI and Generative AI
Creative|Spark AI leverages Generative AI to understand the holistic nuances of emotion and creative effectiveness. By classifying the intended human experience and responses to the advertising, the prediction model analyses critical effectiveness drivers through a Generative AI human lens, such as humour and emotions.
Ads are processed through a unique combination of two AI applications, delivering results in a matter of minutes on Ipsos.Digital:
Analytical AI processes and classifies the core visual and audio features in the advertising, including category and brand uniqueness.
Generative AI classifies the intended human experience and emotional responses to the advertising, based on image/video and text prompting. This is safely powered by Ipsos’ secure Generative AI platform, Ipsos Facto.
Built for today’s digital advertisers
Creative|Spark AI is designed for today’s fast-paced digital media landscape. With a high proportion of media budgets allocated to social media ad spend, social ads increasingly need to do more than just attract views and clicks. They need to build brands in the long term. With Creative|Spark AI, advertisers can quickly and affordably assess more digital ads to drive better effectiveness.
Creative|Spark AI Audit for Creative Best Practice
Outperform competitors with the latest competitive intelligence to benchmark your brand’s performance and learn about best practice versus close or emerging competitors with Creative|Spark AI Audit. To elevate the HI learning and enhancement further, Creative|Spark AI Audit identifies optimisation opportunities at scale.
Start your AI creative journey
Ipsos offers a range of options to suit your business needs, from self-serve on Ipsos.Digital to full service with our expert Creative Excellence teams around the world. Contact us for a demo and for more information, or visit Ipsos.Digital and discover how Creative|Spark AI can unlock your brand’s creative potential.
For comprehensive, strategic hero campaigns, brand launches and new creative, our flagship creative evaluation solution, Creative|Spark, supports brands around the world in optimising their advertising to achieve short and long-term brand effects.
AI in Advertising Research: Humanizing AI to Spark Creativity and Brand Success
This Ipsos Views POV explores the risks and opportunities of AI powered research in advertising. The paper outlines a vision for how AI ad evaluation tools can be more connected to human creativity, to increase effectiveness without losing the unique and original art that defines successful advertising, and ultimately, help brands to get to more effective advertising.
Find out more in this Ipsos Views paper.
| The authors: | |
| Adam Sheridan Global Head of Products, Creative Excellence | Pedr Howard Head of Creative Excellence, Ipsos US |
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