Resources Library by ANA

What you see (is NOT) what you get

The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.

Catalogue: Fusion 2019

Author: Dmitry Gaiduk

Company: CoolTool Inc

November 10, 2019

Driving business impact through digitization

Learn how PepsiCo developed a revolutionary new approach to pre-testing with Ada TV to unlock stronger prediction power to enable better, faster and stronger advertising development. 

Catalogue: Client Summit 2019- Autumn Edition

Authors: Kevin Evans, Laura Barber

Company: PepsiCo

October 3, 2019

Discovering new actionable insights with AI

Course5's approach proposes to complement traditional ad-testing and provide insights support to the brand marketer through a simple online tool which uses AI to mine past data and pre-evaluate new creatives. The paper talks about how we can use AI...

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Sunita Venkataraman, Manish MIttal

Company: Course5 Intelligence

September 8, 2019

Injecting emotion into campaign effectiveness

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm.

Catalogue: Congress 2018

Author: Hamish McPharlin

September 23, 2018

Permission to launch

Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares...

Catalogue: Congress 2018

Authors: Andy Gallagher, Babita Earle

Companies: ZappiStore, Kantar

September 23, 2018