Methodology

Ace Metrix® is dedicated to delivering better, faster, and more usable solutions for evaluating video advertising effectiveness. Through the Ace Metrix platform, companies can now access detailed analytics on their own ads and the ads of their competitors– wherever and whenever they need to, enabling real-time advertising campaign optimization.

Ace Metrix defined the concept of Creative Lifecycle Management®, an approach that applies innovative technology to proprietary methodology. This approach empowers marketers to leverage and act on insights gathered at every stage of a campaign’s life –from the inception of the idea through to its delivery to consumers, and throughout its in-market run – making informed decisions about creative and its placement when it counts.

Ace Metrix scores every ad in front of 500+ consumers – alongside other advertising. Each ad gets its own unique audience. Ace Metrix has more than 30,000 ads across 94 categories in its Ace Metrix LIVE database. It is our belief that a complete test of advertising creative must take into consideration both the voluntary nature of advertising consumption and the business goal of the advertiser. As a result, we have developed metrics with both of those objectives in mind. 

The Ace Score®

First, we measure the success in achieving the business objective through our Persuasion metric. Persuasion is composed of six factors, each one identified for its ability to influence behavior:

  • Desire
  • Relevance
  • Information
  • Attention
  • Change
  • Likeability

Second, we address the nature of advertising consumption, through our Watchability metric which is designed to measure the ad’s ability to attract a viewer’s interest in watching the ad voluntarily.

Persuasion and Watchability interact with each other, which results in the overall effectiveness of an ad, known as its Ace Score.

Because every ad is scored in the exact same way, an Ace Score is comparable within and across industries.

The Emotional Sentiment Index

Advertising metrics are only useful if they measure the specific objectives of the campaign. The Emotional Sentiment Index represents an entirely different dimension of measuring ad effectiveness – one that reflects the emotional impact of the ad.  

The Emotional Sentiment Index is represented on a scale of 1 to 100.

Ace Metrix applies a natural language processing algorithm to the hundreds of verbatim responses collected for each ad, deriving a score which indicates positive, negative or neutral emotional impact.

Normative data is also represented for each ad. Norms are based on a rolling 12 months and are calculated for the Brand, for the Category, and Overall – that is, the average Emotional Sentiment score for all ads in the database for the current 12 month-period. 

The placement of the score on the index is based in part by the number of positive words and negative words and is relative to the total number of verbatims for the particular ad. Since verbatims are entirely voluntary, the number of verbatims entered also factors into the emotional impact of the ad.

The Emotional Sentiment score does not characterize an ad as successful or unsuccessful, ‘good or bad’. Rather, the score merely indicates where the ad falls in negative or positive emotional impact. An ad that is attempting to tug at the heartstrings for example may do so by generating a positive or negative reaction. The advertiser must be the judge of success or failure based on the ad’s intent.