Ipsos launches AI-powered ad testing tool for quick insights
Ipsos introduces Creative|Spark AI, a tool for predicting human reactions to ads in minutes.
Ipsos, a multinational market research firm, has launched Creative|Spark AI, an ad testing solution designed to generate actionable insights quickly. This new tool predicts human reactions to linear and social videos, and aims to offer advertisers valuable feedback in a matter of minutes.
Creative|Spark AI harnesses both human intelligence and artificial intelligence to improve creative effectiveness. The AI model builds on Ipsos' Creative|Spark, utilizing five years of validated creative data from over 18,000 human responses. Integrated with Ipsos Facto, the company's secure generative AI platform, it enables brands to understand potential audience reactions to their advertisements.
Patrecia Meliana
"Ipsos designed Creative|Spark AI for advertisers needing fast, valuable insights, especially those limited by budget and timing," said Shaun Dix, Ipsos' global leader of creative excellence. "With significant investment in social media advertising, this tool helps evaluate and enhance ad assets in as little as 15 minutes, whether it's one ad or hundreds."
Currently available in the U.S. through Ipsos' digital platform and their Creative Excellence teams, Creative|Spark AI will expand to additional markets throughout 2024.
Ipsos is a major player in the market research and polling industry, operating in 90 countries with nearly 20,000 employees. The company's research professionals, analysts, and scientists provide deep insights into the behaviors and motivations of consumers, patients, customers, and employees, using data from surveys, social media monitoring, and qualitative techniques.
Beyond its Ai-powered tool, Creative|Spark AI, Ipsos offers a wide range of capabilities that include:
- Omnibus solutions: Ipsos provides fast and reliable data collection through various methods such as CAPI (Computer Assisted Personal Interviewing), CATI (Computer Assisted Telephone Interviewing), and face-to-face interviews. These solutions allow for quick insights on public opinion and behaviors.
- KnowledgePanel: This online random probability panel offers comprehensive insights into public opinions, attitudes, and behaviors. It is designed for businesses and organizations that need robust and rapid data collection.
- Data labs: Ipsos Data Labs focuses on deep data analytics, harnessing advanced analytical expertise to provide actionable insights. This includes predictive analytics and sophisticated data modeling techniques.
- Brand health tracking: Ipsos offers tools for brand equity measurement and brand activation tracking, helping businesses connect meaningfully with their audience and drive sustainable growth.
- Innovation and product testing: Their innovation solutions include concept testing, product testing, and packaging research. These tools help businesses forecast and optimize the appeal of new products and innovations​
Ipsos faces competition from firms like Nielsen, Kantar, and GfK, each offering comprehensive market research services with unique AI capabilities. Nielsen’s AI-driven tools include the "NIQ Ask Arthur" for data analysis and personalized recommendations, AI object detection for advanced advertising imagery analysis, and the cineSearch platform for personalized content discovery.
Kantar employs AI for predictive analytics and consumer behavior analysis, enhancing decision-making and strategy development. GfK leverages AI in digital market intelligence for trend identification, real-time consumer preference analysis, and sentiment analysis across digital platforms​.
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