How AI evaluations will support smarter marketing spending
Brands and businesses are already using AI to help them create ads. But they should know that AI can also be used to assess campaigns that would otherwise go unevaluated and predict their performance before launch.
When used in the correct contexts and backed by industry expertise, these tools could offer brands a major competitive advantage.
Put simply, AI still lacks the empathy and contextual understanding that powers successful ads. Evaluating all content with AI alone will lead to ads that are not as empathetic or effective as those that have gone through a human insight process.
While human feedback is still ideal, the cost and time of this process can be prohibitive for lower-spend or lower-risk assets like social and digital advertising — meaning most of these assets go forward with no evaluation or data backing.
Ipsos has developed an AI tool that can evaluate the effectiveness of a variety of videos ads and can pinpoint key moments that are driving or detracting from their impact. Ipsos testing shows that predictions from this model can double the chance brands will run a high-performing ad — enabling them to coordinate more coherent campaigns and achieve the greatest return on investment for their media spend.
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