Advertisers Are Using This AI Tool To Rate How Good Their Commercials Are
Image via focal point / Shutterstock.com
These days, instead of hosting a focus group, advertisers can simply let artificial intelligence watch their campaigns to gather useful feedback.
The company behind one such solution, Kantar, says its ‘Link AI’ AI tool has helped organizations accurately predict how consumers will react to commercials, all without needing actual human testers.
According to Morning Brew, Link AI was first introduced in 2020, and has already been used by global powerhouses such as Google, Coca-Cola, and Unilever to improve their marketing campaigns.
With the pandemic, it could’ve been more difficult to gather a randomized focus group, or to ask testers to complete long surveys. That’s where Link AI comes in, and Kantar believes it could replace old-fashioned methods permanently.
The company said the AI model was built upon 230,000 advertisements, including data about audience reactions, which Kantar has been collecting since the 1990s.
Brands can simply upload a 15- to 30-second snippet of their campaign onto the Link AI portal. The algorithm will then assess the video’s visuals, audio, and text, and compare them against the database.
In just 15 minutes, marketing executives would be able to know how well Link AI thinks their commercial will do. This prediction will be based on industry indicators, such as their level of persuasion, enjoyment factor, and call to action.
Dinesh Gopinath, Head of Product and Data Strategy at Kantar, told Morning Brew that this new technology could save businesses a ton of time and cash.
“If you think about a survey, it takes them to [show] an ad to 150 respondents—it takes two to three days, [before] you pull them together into a database. This happens in a matter of 10 minutes,” he explained.
Going forward, the company hopes its algorithm can be fine-tuned even further so that it can assess different edits of the same commercial, and give feedback on which would work best.
Next month, Kantar is also planning to release ‘Digital Video AI’, which will perform the same prediction model, but for shorter videos such as five-second YouTube advertisements.
[via Morning Brew, cover image via focal point / Shutterstock.com]
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