Category: Ad Pre-Testing
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| Video Blog | What Our AI Creative Effectiveness Score is Trained On
MSW Research’s Creative Effectiveness Score AI is rewriting the rules on advertising research. How? It’s simple – our AI is trained on the essence of effective advertising. We’ve meticulously taught it to recognize 150 distinct creative content elements, drawing from 50 years of research and data. These elements are carefully weighted based on their impact…
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| Video Blog | Introducing MSW’s AI Creative Effectiveness Score
AI alone can’t crack the emotional nuances of advertising. That’s why we trained one on our 50 years of experience. Introducing MSW Research’s Creative Effectiveness Score—a groundbreaking fusion of AI and human insights. While AI excels in recognizing visual elements, it falters when it comes to decoding emotional context. → That’s where human expertise steps…
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| Video Blog | Pathway to Ad Effect Measurement
Effective ad measurement? It’s all about recognizing the right elements. At MSW Research, we’ve got a technique that fits any media type – TV, online video, radio, you name it. We assess recognition and likability, tapping into buzz and social mentions. But, it’s not just about visibility; we gauge brand linkage and message takeaway too.…
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| Video Blog | Why Your Brand’s Value Proposition Matters Most
Your brand’s value proposition is the cornerstone of success in advertising. As I discussed in my previous video, creative quality reigns supreme, but it all starts with a solid value proposition and brand promise. At MSW Research, our extensive research across countless creatives and leading brands has shown time and again that without a strong…
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| Video Blog | Creative Quality vs. Media Spend
In marketing, quality beats quantity. When it comes to crafting a successful marketing plan, the setup and creativity are paramount. The numbers don’t lie: spending alone only explains 13% of sales change, while creative quality explains a whopping 52%. That’s four times more impact! 💡 While spending has its place, it’s the strategic execution and…
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MSW’s AI Creative Effectiveness Score℠ – A NEW AI Tool From MSW
MSW’s Creative Effectiveness Score℠ Harnessing the power of Artificial Intelligence, trained on 50+ years of advertising research, to enable faster, more predictive decision making. With the use of Artificial Intelligence, blended with human insights, the MSW Creative Effectiveness Score is the most predictive AI based creative measurement in the industry. It is faster and predicts…
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Assessing the Utility of MSW’s Insight Rabbit Copy Testing Scores in Predictive Analytics: A Validation Case Study
Copy testing has been utilized by advertisers for decades to assess the quality of advertising copy. MSW’s TouchPoint™ copy testing system has been extensively validated, showing that test results on key metrics are predictive of subsequent sales results from airing the tested advertising. A partnership between MSW and predictive marketing analytics firm Keen set out…
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MSW Research, Wins Best Practitioner Paper 2021 by the JAR Editorial Board
Today, the Advertising Research Foundation announced that the paper “Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP” has been voted Best Practitioner Paper 2021 by the JAR Editorial Board. Along with co-authors Frank Findley of MASB, David Stewart of…
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The Alternative to the Post-Cookie World – creative is king once again
Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies. Browser-level blocking, third-party ad-blocking apps, and new regulations like GDPR and the California Consumer Privacy Act (CCPA) are quickly relegating…
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Validation: More Important than Ever!
More than 100 years ago, John Wannamaker was famously quoted as saying: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Only half? Fast forward 100 years, and many marketers still don’t know how much of their advertising is wasted. And with the myriad new methods for…