Press Release

December 18th, 2012

Ace Metrix Introduces the Emotional Sentiment Index

MOUNTAIN VIEW, CA.—December 18, 2012—Ace Metrix®, the new standard in television and video analytics, today introduced the Emotional Sentiment Index (ESI), a new metric for determining the level of emotional engagement consumers have with ads. The new metric delivers on the Company’s promise of leveraging technology and innovation to bring advertisers better, deeper diagnostics to assess how their campaigns work with viewers.

“We are dedicated to developing new and better metrics that allow brands to effectively measure the ad creative as it relates to their specific objectives. For some campaigns the objective is rational, for others – emotional,” said Peter Daboll, Ace Metrix CEO.  “Take Visa, for example, who publicized their intention of going ‘100% emotional’ in their Olympic sponsorship ads this year.  Their Olympic ads earned the highest spots on the index among all of the 144 Olympic ads.”

The index does not judge an ad, but rather gives the advertiser an index score to understand how the ad engages with viewers on an emotional level – positive, negative or neutral – relative to every other ad in the database, other ads in the category, and other ads from the brand.

Retroactive Measures

“One of the inherent benefits of our syndicated model is the ability to introduce a new metric and retroactively apply it to the contents of our database,” said Peter Daboll, CEO of Ace Metrix. “As such, advertisers not only have this new metric to assess the emotional impact of their latest ads, but the Emotional Sentiment scores are available for all of our 22,000+ ads dating back to 2009.”

The ads currently seated highest on the index today are from a Dawn campaign “Dawn Saves the Wildlife” depicting ducks, penguins, and otters being rescued and cleaned by the gentle Dawn soap. This series of ads, originally airing back in April 2010, remain at the top of the index with emotional index scores of 96 and 100.  The campaign clearly engages the viewer on a purely positive emotional level, with each ad earning more than 300 voluntary verbal responses.

Likewise, an advertiser intending to evoke a negative emotional reaction finds success by ranking low on the emotional index. A Terminix ad “Tentacles Over Cupcakes” holds one of the lowest places on the index at 12. Featuring up-close animations of bugs and critters invading the home – the ad elicits 283 voluntary verbal responses laden with the terms “gross”, “disgusting”, and “bugs”– likely exactly the reaction the brand intended to get.

About the Emotional Sentiment Index

Using natural language processing algorithms, Ace Metrix calculates the positive and negative words used in the hundreds of voluntary verbal responses, or verbatims, collected from each ad through the Ace Metrix proprietary testing environment.  The Emotional Sentiment Index is represented on a scale of 1 to 100. An ad’s Emotional Sentiment score indicates where the ad sits relative to every other ad in the database.

While the Ace Score® provides advertisers with detailed measures of Persuasion– Desire, Relevance, Change, Attention, Information, Likeability, and the ad’s Watchability, the Emotional Sentiment Index provides advertisers with a measure of emotional engagement. In reviewing the data from more than 22,000 ads, Ace Metrix determined that the Ace Score and Emotional Sentiment are essentially independent, thus providing the advertiser with entirely different dimensions to assess the effectiveness of their creative.

The Emotional Sentiment Index does not determine whether an ad is “good” or “bad”, but rather provides advertisers with a measure of how strong an ad’s emotional impact is –whether that impact is based on positive or negative reactions, with neutral scores indicating a balance of both positive and negative words.  Further insight on elements such as tone and what emotions are at play can be found in the individual verbatim comments available to subscribers.

Ace Metrix is on pace to deliver another record breaking quarter having added new clients from the automotive, casual dining, insurance, and retail markets.

About Ace Metrix

Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization.  Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP.


Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.

PR Contact:  Michelle Robertson   |    646-279-5775    |

Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, and Creative Lifecycle Management® are registered trademarks and Ace Metrix LIVE™ is a trademark of Ace Metrix. Other trademarks are property of their respective owners.


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