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FENICE POOL ADOPTS ARTIFICIAL INTELLIGENCE TO VALIDATE THE EFFECTIVENESS OF COMMUNICATION CAMPAIGNS

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:

Attention Heatmap & Attention Fogmap


The AOIs measure the percentage of visual attention within the area to show what attracts attention or goes unnoticed.

Cognitive Demand Heatmap


The AOIs measure Cognitive Demand within the area to identify the more complex and demanding elements.

Clarity Heatmap


The AOIs measure Clarity within the area, helping you understand what will be perceived as the clearest.

Engagement Heatmap


The AOIs measure engagement within the area, allowing you to see which elements make customers more excited.

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

PARLIAMO!

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