Editor’s note: Adverteyes was known as Realeyes at the time of this post; the AttentionX model was originally described as “Synthetic Measurement.” References below use our current name and terminology, with the original noted on first mention.
Throughout our history, Realeyes has combined human creative testing with advanced technology, including artificial intelligence and machine learning, to parse results.Â
We have always looked towards using the data set we have built over the years – over 17 million webcam tests of video ads all over the world – to power a synthetic AI tool that can finally achieve the industry’s goal of testing every single piece of creative.Â
Though we have only released our synthetic tool this year, we’ve already seen some great results, as we recently shared at an I-COM Attention Forum meeting and at MadFest 2024. In our first campaign with Mars, we’ve already shown 3-5% sales lift potential, a key metric for the company.Â
Mihkel Jäätma was joined by Sorin Patilinet, Senior Director Global Media Effectiveness, Mars; and Anastasia Leng, CreativeX CEO, at MadFest 2024 where they discussed AttentionX, the partnership between Adverteyes and CreativeX, that achieved those results for Mars.
The model behind AttentionX combines CreativeX creative insight and Adverteyes to instantly score attention performance for every ad from any ad account linked to CreativeX. The service also delivers AI-generated recommendations on how to improve ads to capture more attention and make their media investments work harder. Â
The model behind AttentionX works off the largest, highest quality, most diverse, and legally compliant dataset of ad attention in existence.
Running any ad, image, or video through the model predicts the emotions and attention of how audiences would respond to it in real life. It works across all countries, languages, and ad formats with 70% accuracy vs human measurement.
In fact, we use that data to train an AI model that means, in most cases, we don’t need to use respondents anymore.
It is truly game-changing in ad effectiveness. We’ve gone from days to seconds. We’re moving from thousands to millions of ads. We’ve also moved from improving proxy outcomes to moving hard dollars via sales outcomes.
Creative — the key driver of campaign outcome — is now more measurable than ever. This modelled, outcome-calibrated approach creates new ways to plug this success signal into modern creative production, media activation, and measurement tools.