07 Feb FENICE POOL ADOPTS ARTIFICIAL INTELLIGENCE TO VALIDATE THE EFFECTIVENESS OF COMMUNICATION CAMPAIGNS
Posted at 18:18h in Uncategorized
USING AI TO ENHANCE THE EFFECTIVENESS OF COMMUNICATION CAMPAIGNS
In our constant quest to improve the effectiveness of communication campaigns, we’ve decided to adopt a new tool in artificial intelligence. It’s a predictive platform that conducts neuroscientific tests, enabling us to measure the cognitive response of the audience to visual content, such as videos and images. By utilizing the most advanced eye-tracking and EEG technologies, we can provide valuable insights into how the audience perceives an advertising message, identifying the elements that capture their attention and generate engagement. Below, you can see an example of a recent case study where we conducted an A|B test on packaging destined for the grocery retail markets in Canada and the USA.
What DO WE ANALYZE?AOIs (Areas of Interest) Areas of Interest calculate the performance within a specific area of a creative. The measured performances vary for each predictive map:
MAIN USE CASES
- Analysis for heatmap and message clarity on graphics or videos
- A|B tests (e.g., post engagement, effectiveness of packaging or display ads, CTA placement on websites…)
- Development of new creatives with ongoing validation
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