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 to help address these business questions. It specifically demonstrates the use case of optimizing a creative by providing inputs to help improve its chances of success. This is done with insights related to branding, using Intel's 'past research data' and computer vision/audition algorithms and machine learning technologies in the Course5 Research Suite.
When can a brand benefit from laughter and is it possible to research a joke? Through a combination of consumer investigation and semiotic decoding, we were able to arrive at a framework that we believe will help brands navigate this complex space. While humor is very culture and space-specific, we believe this approach will help researchers and brand custodians know when to use it, as well as other emotional devices for their brand's storytelling.
To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and messaging applied consistently across each campaignâs physical and digital media formats. The results indicate that direct mail consistently outperforms digital ads, drives consumers to act and improves brand recall by 70 per cent.
To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and messaging applied consistently across each campaignâs physical and digital media formats. The results indicate that direct mail consistently outperforms digital ads, drives consumers to act and improves brand recall by 70 per cent.
This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we delivered this insight differently into the business and some of the impact to date.
Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.
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 the key takeaways.
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 the key takeaways.