Rogerwilco has added a cutting-edge AI-based predictive neuroscience tool to its suite of services to guarantee the biggest bang for advertising design buck. This innovative product, called Neurons, resold through a partnership with Ergon Consulting, marks a significant advancement in the field of digital marketing and creative asset optimisation.
Neurons is an artificial intelligence (AI) tool that predicts how audiences will respond to visual stimuli by analysing focus, cognitive demand, clarity and engagement. By testing creative assets before they are launched, Rogerwilco can now predict how these assets will resonate with target audiences. This predictive capability allows the agency to select the most effective advertising imagery for campaigns, significantly reducing the need for traditional, budget-heavy test-and-learn A/B campaigns.
‘Integrating Neurons into our workflow signifies a giant leap forward for Rogerwilco and our clients,’ says Charlie Stewart, CEO of Rogerwilco. ‘By leveraging this technology, we can now ensure that our clients’ media budgets are utilised more efficiently, greatly enhancing the effectiveness of their campaigns.’
With the average person encountering between 4000 to 10,000 adverts daily, the challenge is capturing attention, and ensuring memorability. About 90% of decision-making occurs subconsciously, influenced by shortcuts the brain develops over time. Neurons excels in predicting these subconscious responses, enabling marketers to design more effective campaigns.
Backed by over two decades of neuroscience research, the company boasts one of the world’s largest neuroscience databases, including data from over 170,000 individuals. This rich database provides deep insights into brain responses, eye tracking, behavioural patterns, and feedback.
Kevin Skillicorn, COO of Ergon, highlighted the power of the AI tool: ‘With approximately 95% accuracy in predicting consumer responses, Neurons offers unparalleled insights into subconscious decision-making. This enables the optimisation of creative assets in ways previously unimaginable, making campaigns not only visible but memorable.’
ROGERWILCO
www.rogerwilco.co.za
