Azerion partners with DAIVID to A/B test enhanced TV+ ad creatives, using AI-driven analysis to measure the impact of dynamic overlays on attention, emotion, and effectiveness. By testing a range of creatives, Azerion uncovers the value of augmenting a traditional TV creative with digital first enhancements.
In today’s competitive digital landscape, understanding why ad creative resonates with audiences is critical.
TV+ ad creatives can be expanded beyond those deployed in traditional TV advertising to deliver more relevant messages for viewers and deepen engagement.
Dynamic overlays that augment traditional TVC assets allow visual enhancements and interactive elements, but until now, no one has conducted tests to assess and compare their creative effectiveness.
DAIVID’s AI-powered creative testing technology compared assets for a selection of Azerion-run TV+ campaigns, measuring attention, emotional response, brand recall and consumer intent to determine the overall effectiveness of the ads and compare standard TVCs, with their “enhanced” counterparts.
By A/B testing a range of creatives, Azerion hoped to uncover the value of augmenting a traditional TV creative with digital first enhancements.
This was purely a creative effectiveness testing exercise. We didn’t take into consideration the enhanced audience targeting capabilities that a TV+ campaign could deliver over a more typical Broadcast “1 to many” buy.
Download the overview PDF for more details.
Posted on: Tuesday 17 June 2025
