Spotify isn’t the only media company announcing artificial intelligence news, as Wunderman Thompson has revealed a new AI testing tool for advertising and other brand assets.
Reveal is an in-house platform that measures audience attention and emotional responses to brand content in real-world environments on PCs and phones.
The platform used volunteer panels to observe unconscious emotional responses through reactions, micro-expressions, and changes in facial muscle movement of the target audience participants.
“[Reveal] is a game changer for creative testing,” David Lloyd, managing director of data, EMEA at Wunderman Thompson, said.
“Not only because it allows brands to test a larger audience faster and more cost-effectively than traditional methods, but it also delivers a far richer understanding of how to improve the creative performance of branded content based on the data and insights collected.”
The agency claims that brands can now track viewers’ attention, immersion, and emotional connections second-by-second with the new tool. Additionally, brands can experiment with various video edits, headlines, images, and copy to determine the most effective approach for their target audience.
Eduardo Razo is the Assistant Content Editor for BNM, which includes writing daily news stories on the news media industry. He can be found on Twitter @eddierazo_ or you can reach him by email at eddie1991razo@gmail.com.
