Brainjuicer, the U.K.-based market research company, has launched its System1 Digital Ad Testing service, bringing its behavioural science-focused testing approach to online media.
Brainjuicer has been using its System1 methodology of seeking consumers’ emotional reactions to ads for assessing traditional media, trying to establish how a given ad scores against its key metrics of “fame, feeling and fluency” – recall, sentiment and distinctiveness, in other words.
The publicly traded company has put this approach at the centre of its offering, which for the first six months of 2016 drove $22.4 million in revenue.
While it has also been testing online ads, the new product launch represents the formal adaptation of its survey methods to display and online video in order to, as the company said in a release, “predict the profitability and shareability of digital content.”
“BrainJuicer’s new digital ad tests establish an audience’s emotional response to digital content – and in context – telling our clients what they increasingly need to know: the long-term brand building and immediate activation potential of their content, and how to improve it,” said Orlando Wood, managing director of BrainJuicer Labs. “The new tests establish whether content will get click-through and get shared, and are designed to give you answers at scale, fast.”
Susan Griffin, the company’s chief marketing officer, told marketing that, until recently, the approach most advertisers took in digital media was “we’ll just put [an ad] out and see how the world reacts. But those days are really over, if they ever existed, because with the very real challenge of understanding the ROI of the media spend, you’ve got to be more precise.”
