System1 has revealed the next phase of its creative measurement tool Test Your Ad, combining consumer-based measurement with smarter diagnostics, more intuitive reporting, thought leadership and new AI-enabled capabilities. Together, these help marketers understand not just how an ad is likely to perform, but why, and what to do next.
This month, System1 introduced Instant Insights to Test Your Ad reports. These AI-assisted executive summary pop-ups allow marketers to quickly move from insight to action. Rather than users interpreting every chart and metric themselves, Instant Insights surfaces what matters and explains the significance of results.
It also shares evidence from System1’s extensive thought leadership library, including Orlando Wood’s publications Lemon and Look out, The Creative Dividend with Effie and The Long & the Short (Form) of It with TikTok.
System1 is also currently beta testing a predictive AI creative measurement tool in select markets which has been trained against its Test Your Ad Competitive Edge database. The tool accurately estimates the likely human emotional response and distinctiveness response to advertising. Designed to complement System1’s established consumer methodology, the new tool will provide earlier directional guidance while keeping real human response at the heart of creative evaluation.
System1 has also rolled out additional improvements for Test Your Ad, making reports more insightful, usable and shareable with non-marketers in the business. These include: Second-by-Second Reasons for Emotion, linking scenes in an ad to consumer verbatims to help marketers visualize how people are feeling moment by moment; Distinctive Brand Assets, showing which brand assets are being noticed and remembered; Key Metric Demographics, helping teams understand how creative lands across different demographic groups; and Glide Navigation, enabling smoother report browsing and easier sharing across teams
To further support its advertising product strategy, System1 recently appointed Mohan (Mo) Taylor to its executive team as chief product and technology officer. Taylor’s experience as a product leader in technical and advertising-adjacent organizations, supporting AI-powered solutions, makes him well positioned to strengthen the Test Your Ad platform.
“Test Your Ad is already a market-leading product, but we’re not standing still. We are investing meaningfully in people, product development and IT so that Test Your Ad remains the most useful and predictive creative measurement tool in the market — combining proven human response, smart and fast AI-powered interpretation and ongoing enhancements to help marketers make better and more confident creative decisions,” said Andrew Tindall, chief growth officer at System1.
