Former Ace Metrix CEO Peter Daboll has joined DAIVID – an AI platform that helps marketers by predicting the effectiveness of their creative at scale – as the company’s new Head of U.S.
Ad research pioneer Daboll, who for over 25 years has helped develop technology to improve the impact and ROI of advertising at companies including iSpot, Yahoo! and comScore, will be responsible for expanding DAIVID’s presence in the U.S. market and supporting the company’s growing list of clients. He recently served as Chief of Strategy and Insights for iSpot.tv after his company, Ace Metrix, was acquired in late 2020.
With brands producing more creative than ever before, DAIVID’s technology analyzes videos and images on a mass scale, predicting viewer emotions, attention levels, and potential impact on brand metrics. DAIVID’s data and insights are used to:
• Test content on mass scale: DAIVID’s solutions are specifically designed to deal with the rapid rate of content creation across a multitude of different channels and formats, enabling efficient mass testing and optimization. Marketers and content creators are given an instant snapshot of the effectiveness of their digital ads, social media campaigns and influencer campaigns, as well as their TV spots, which they can compare with their competitors’ and industry benchmarks.
• Enhance performance of third party ad platforms and marketing models: DAIVID’s creative data can also be integrated into ad platforms and marketing mix models (MMMs) to improve accuracy and performance. This includes improving predictions around consumer attention and enabling CTV providers to match the emotions of ads with TV shows with similar emotional profiles, resulting in higher viewer engagement.
As digital ad spend surpasses linear TV for the first time, marketers are struggling to create engaging content that stands out in a crowded marketplace. A recent DAIVID study on TikTok found 8 out of 10 videos are generating below average levels of positive emotions, attention and brand recall.
Built by combining facial coding, eye tracking and survey data with computer vision and computer listening APIs, DAIVID’s AI models let users know within seconds the emotional and business impact of their video or display ad without the need for audience panels. Clients include Nike, Snapchat and EssenceMediacom.
Daboll said: “I’m really excited to be leading DAIVID’s expansion into the US market. Marketers know just how important great creative is in driving in-market performance, yet they are struggling to deal with the explosion in ad volumes driven by different ad platforms and AI-generated production enhancements. DAIVID is uniquely positioned to help. The company’s AI models can test ALL creative content at a massive scale and are updated continually to keep them as accurate as possible.”
Peter’s proven track record will be crucial in helping DAIVID expand across the U.S. During Peter’s 11 years as the CEO of Ace Metrix, he led the company in developing innovative metrics and methods for helping advertisers make better, more impactful video creative.
This passion for innovation led him to pioneer groundbreaking semantic analysis using NLP and AI, enabling advertisers to measure not just the effectiveness of ads, but also their emotional and cultural impact. Prior to Ace, he served as Chief of Insights at Yahoo!, and President and CEO of comScore Media Metrix. Author of the best-selling book, “AD-itude,” he has also received numerous industry awards recognizing leadership in advertising research, including a 2011 Great Mind award from the ARF.
One of Peter’s first tasks will be to start assembling a team to support DAIVID’s US-based clients. He will report directly to CEO and founder Ian Forrester, who is based in the company’s London headquarters.
Forrester said: “Peter is an industry pioneer who is uniquely qualified to drive DAIVID into the next exciting stage of our growth. His deep industry expertise and vision will be instrumental in shaping DAIVID’s future and driving much-needed innovation across the industry. DAIVID has cracked the creative code, helping marketers measure and optimize the effectiveness of their content at a scale never seen before. Peter will help accelerate our growth and deliver exceptional value to our U.S. clients.”
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