Marketing Architects Reveals AI Pretesting Tool ‘ScriptSooth’
July 15 2024 - 6:00AM
Business Wire
TV agency Marketing Architects presents a new way to predict TV
creative performance long before a commercial airs
TV advertising agency Marketing Architects announces the launch
of ScriptSooth, an AI pretesting platform for TV
commercials.
TV production is expensive, and the only thing worse than paying
for a TV commercial is paying for a TV commercial that doesn’t
work. Which is why Marketing Architects conducted creative
pretesting through online surveys for years. Reimagining the
traditional focus group allowed them to ensure clients’ commercials
were set up for success with studies that took just weeks instead
of months.
But in 2023, academic research found agreement rates between
human- and LLM-generated datasets reached over 75%. And as AI
evolves, that number is only expected to improve. So Marketing
Architects saw an opportunity to continue leveling up their
pretesting approach. AI audiences could provide clients consumer
insights even faster and more affordably than online focus
groups.
So Misfits & Machines, Marketing Architects’ tech-obsessed
sister product development incubator, created ScriptSooth. Built on
Large Language Models (LLMs), ScriptSooth tests TV scripts against
synthetic audiences to identify which commercial will drive the
greatest response.
The tool’s benefits include:
- More reliable results by eliminating human biases.
- Faster testing with unlimited concepts tested in
minutes.
- Validated predictive capabilities based on years of
historical data.
- Detailed insights into winning concepts.
"ScriptSooth is the future of TV pretesting," said Joel
Kalinowski, VP Artificial Intelligence at Marketing Architects.
"Its speed and accuracy mean advertisers can make important, timely
decisions about their TV creative with greater confidence than
ever."
As part of Marketing Architects' All-Inclusive TV offering,
ScriptSooth has already proven predictive of multiple clients’ TV
performance. Plus, the platform continually tests for reliability,
testing some spots over 50,000 times, and has even demonstrated
greater accuracy than human focus groups.
Moving forward, ScriptSooth will be available to all Marketing
Architects clients to identify winning creative for their
campaigns. The tool’s introduction underscores the agency’s
commitment to solving TV advertisers’ greatest challenges through
technology.
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that rebuilt
the traditional agency model to help brands drive profitable
growth. Founded in Minneapolis, Marketing Architects has spent more
than 25 years building homegrown technology to solve TV's pricing,
measurement and scale challenges. For more information, visit
marketingarchitects.com.
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Elena Jasper VP Marketing ejasper@markarch.com 952-449-2622