Test Your Ad Digital will measure viewers’ emotional responses to adverts through a one-to-5.9-star rating system for possible long-term impact and a ‘spike rating’, which predicts short-term sales potential.

System1 worked with Pinterest on a multi-market validation using advertising from global brands to confirm its digital advertising metrics were predicting of real business effects. 

Test Your Ad Digital reports also highlight ‘digital fluency’, or brand recognition within the first two seconds of an advert, as well as ‘attention trace’ – the proportion of people viewing the ad at each second – and ‘attention time’ – the average percentage of the ad viewed by the audience – measures.

Jon Evans, chief customer officer at System1, said: “Digital advertising continues to get a bigger piece of the ad spend pie, but requires a precise approach given these channels promote shortened attention spans.

“As our research with Pinterest demonstrates, Test Your Ad Digital provides accurate predictions, as well as actionable improvements so advertisers can make the most effective digital ads.”