Ace Metrix

Ace Metrix
Private
Industry Advertising analytics
Founded June 2007
Founder JuYoung Lee and Steve Goldman
Headquarters Mountain View, California
Key people
 Peter Daboll CEO[1][2]
Products Ace Metrix LIVE, Ace Metrix PRE, Ace Metrix TREND, Ace Metrix TARGET
Website www.acemetrix.com

Ace Metrix is an advertising analytics company based in Mountain View, California.[3][4] The company screens and scores video advertising based on a survey method which measures an advertisement's creative impact including that of persuasion, watchability and emotional factors.[5]

History

JuYoung Lee and Steve Goldman founded Ace Metrix in 2007.[6] The company launched its ad measure service in June 2009.[7] In May 2012, Ace Metrix raised $8 million.[3][8][9] The funding was an extension of the company's Series C funding backed by WPP, Hummer Winblad Venture Partners, Leapfrog Ventures and Palomar Ventures.[3] The funding round raised Ace Metrix's total funding to approximately $20 million.[8]

Screening and scoring

Ace Metrix built a technology platform to get 500 viewers' answers to ten basic questions.[5] These questions assess the key components of attention, likeability, desire, relevance, information, change, and watchability.[10] These seven base-level performance markers are rolled up using a proprietary algorithm to produce an aggregate score for the ad known as the Ace Score. Ace Metrix also adds one open-ended question to elicit viewers' general comments, and two behavior questions. This qualitative data provides a window into the viewers' state of mind.[11]

The Ace Score is on a 0-950 scale reflecting combined performance across seven key dimensions shown to impact ad performance.[5] Ace Metrix collects verbatim feedback from viewers and mines these comments using natural-language-processing algorithms to generate scores of emotional sentiment, and funniness, among others.[12][13][14] Each nationally televised ad and digital video ad is scored by 500 American consumers weighted to the United States census for age, gender and income.[15]

As of January 2015, the company had compiled over 40,000 scored television and online video ads in its Ace Metrix LIVE platform, representing over 20 million consumer interactions and 13 million consumer verbatim comments.[8]

References

  1. ↑ "Ace Metrix' Most Effective And Least Effective Super Bowl Ads". Forbes. February 5, 2014. Retrieved August 6, 2015.
  2. ↑ Brandon Bailey (September 19, 2014). "Q&A: Peter Daboll, CEO of Ace Metrix, on better online ads". Retrieved August 6, 2015.
  3. 1 2 3 Anthony Han (May 29, 2012). "Ace Metrix Raises $8M For Smarter TV Ad Testing". Tech Crunch. Retrieved August 6, 2015.
  4. ↑ "Top Commercial for 2012 Was Really 'Big,' Ace Metrix Says". New York Times. January 4, 2013. Retrieved August 6, 2015.
  5. 1 2 3 Amy Gesenhues (February 4, 2014). "Ace Metrix Names Microsoft's "Empowering" Ad Most Effective Super Bowl Ad This Year". Marketing Land. Retrieved August 6, 2015.
  6. ↑ Rae Ann Fera (November 15, 2012). "Ace Metrix Announces Brand of the Year Watch List". Retrieved August 6, 2015.
  7. ↑ "Ace Metrix Launches Ad Measure". June 16, 2009. Retrieved August 6, 2015.
  8. 1 2 3 Robin Wauters (May 29, 2012). "Ace Metrix raises $8m from WPP, others for on-demand TV and video analytics platform". The Next Web. Retrieved August 6, 2015.
  9. ↑ Krystal Peak. "Ace Metrix pulls in $8M for faster TV ad testing". Retrieved August 6, 2015.
  10. ↑ "Google Dubbed Most Effective TV Advertiser by Ace Metrix". Ad Age. January 7, 2014. Retrieved August 6, 2015.
  11. ↑ "Ace Metrix, which loved Microsoft's Surface ads, says Apple ads are failing". June 27, 2013. Retrieved August 6, 2015.
  12. ↑ "Super Bowl 2014 Ads: Facts and Figures". February 6, 2014. Retrieved August 6, 2015.
  13. ↑ "Ace Metrix Reveals Most Effective 2013 TV Ad Brands". January 9, 2014. Retrieved August 6, 2015.
  14. ↑ "Interview with Steve Goldman, Ace Metrix". July 8, 2009. Retrieved August 6, 2015.
  15. ↑ "Facebook Has An Ingenious Plan To Make Sure Its New Video Ads Will Actually Be Worth Watching". Business Insider. March 19, 2015. Retrieved August 6, 2015.
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