MSW’s Creative Effectiveness Score℠

Harnessing the power of Artificial Intelligence, trained on 50+ years of advertising research, to enable faster, more predictive decision making.

With the use of Artificial Intelligence, blended with human insights, the MSW Creative Effectiveness Score is the most predictive AI based creative measurement in the industry.  It is faster and predicts in-market results more accurately than any other industry measurement.

Why a blended approach?

AI is a very powerful tool and is exceptional at some things… but not all things, and that’s where our human insights and experience come in.  AI excels at recognizing certain visual-based elements in both video and still images and we use AI to identify these elements.  But, for example, when it comes to emotional context AI is challenged, and the results can and often are inaccurate.

While AI models can detect visual content and even patterns in physiological responses such as facial expressions, and even vocal tones associated with certain emotions, they inherently lack the ability to undergo emotional experiences themselves so they struggle to reliably discern emotions.  Especially when those emotions are subtle or more subjective.

What is our AI trained on?

AI is only as good as what you teach it.  In our case, we have trained our AI algorithm to recognize the presence/absence and prominence of 150 different creative content elements that influence an ad’s potential selling power across four key dimensions:

1. Emotional Connection
2. Rational Appeal
3. Brand Linkage Ability
4. Advertising Structure

Based on our 50+ years of data we have identified 30 elements, in particular, that drive in-market results to a significantly higher degree.  All 150 content elements are weighted based on their relative ability to drive MSW’s Customer Commitment Brand Preference™ and Sales in market.

MSW’s Customer Commitment Brand Preference™ has been proven to be the most predictive and validated to marketplace sales outcomes available in the industry.  Quirk’s, MASB – (The Marketing Accountability Standards Board) and the ISO have all spoken about it.

Research on research and independent validation have proven that creative containing more of these proven content elements or “drivers” of Customer Commitment Brand Preference™ which constitute MSW’s Creative Effectiveness Score℠ will result in sales and share gains in-market.

MSW’s Creative Effectiveness Score℠

1. Fast 24 hour turn around
2. Cost efficient
3. Any creative – digital, TV, print, concept, etc.
4. Track creative elements that work across media
5. Inform and empower creative partners to produce more effective advertising – consistently, across media, and with speed
6. Based on 50+ years of research on advertising effectiveness

MSW’s Creative Effectiveness Score℠ is superior to other AI creative tools:

1. Built on a blended approach of AI and human insights given AI is challenged in identifying the emotional elements in creative, which in many cases are what’s most important in “driving” sales
2. The 150 different creative content elements that we’ve identified are proven and weighted based on their relative ability to “drive” sales and share gains in-market
3. A technique anchored to MSW’s Customer Commitment Brand Preference™ metric, which has been proven to be the most predictive and validated to marketplace sales outcomes available in the industry