The advertising world has seen some incredible changes over the years. Since digital advertising burst onto the scene in 2005, it’s taken over, projected to account for more than 75% of global ad revenue by 2024. With this rapid shift, it’s clear we need fresh ways to test ad creativity.
Gone are the days when traditional methods could keep up. Thanks to generative AI, advertisers are churning out a massive number of personalized ads, making it crucial to spend those advertising dollars wisely. Yet, despite all these changes, testing how effective an ad is remains as important as ever because of the hefty investments involved.
Enter DAIVID, a global tech platform that’s shaking things up with a human-informed, AI-driven system. This system predicts how people will emotionally and attentively respond to ads, offering real-time insights into ad campaigns—even when there are countless ads to manage.
Peter Daboll, who heads DAIVID’s U.S. operations, puts it plainly: creative ad testing is a must in 2025. He points out that social media can amplify any negative feedback, potentially causing lasting harm to a brand’s reputation. With Adobe forecasting a fivefold increase in ad production over the next couple of years, the need for comprehensive ad testing is more pressing than ever.
Thanks to AI, we can now test ads on an unprecedented scale. DAIVID’s system tests thousands daily, keeping that essential human touch for accuracy. Emotional engagement in ad testing has reached a pivotal moment. DAIVID’s approach looks at attention, emotions, memory, and intentions to give a full picture of an ad’s impact. By comparing these metrics to a vast database, they provide valuable insights.
DAIVID’s AI measures 39 different emotions, drawing from numerous studies that highlight the importance of attention, emotion, memory, and intentions in creative effectiveness. As Daboll says, “Attention is critical or viewers won’t remember the ad.”
Unlike other AI systems, DAIVID maintains a ‘human touch’ by comparing ads to an extensive dataset of ads and responses. This helps identify patterns and offers actionable insights for brands.
Daboll also points out the variability in emotional responses to ads, highlighting AI’s role in spotting patterns while upholding ethical standards. DAIVID even measures how humor works in ads, which is tricky due to its variability.
In the end, successful creative testing is all about understanding how creative elements affect brand perception, consumer favorability, and sales. DAIVID stands out by blending AI’s pattern recognition with human insights, making ad creative testing more effective than ever.
