What is Resonance?
Resonance is an AI-enabled creative intelligence tool that helps MTP teams evaluate and optimize creative assets before campaigns launch.
By combining neuroscience, eye tracking, predictive AI, copy analysis, and creative performance modeling, Resonance reveals how audiences will likely engage with ad creative.
How Has An MTP Team Used This Before?
Challenge
A client wanted to improve the performance of its paid social campaign and planned to A/B test different background colors within the platform. However, doing so would have reset the platform’s organization algorithm and likely reduced campaign performance.
How They Used Resonance
True Media used Resonance to analyze multiple creative variations before launch, focusing on:
- Viewer attention
- Eye tracking
- Predicted Engagement
- Creative effectiveness
- Messaging clarity
Instead of relying solely on live A/B testing, the team evaluated the creative beforehand to identify which changes would have the greatest impact.
Key Findings and Insights
Resonance helped the team realize that changing the background color would have minimal impact on campaign performance.
Instead, it recommended replacing generic stock photography with audience-personalized imagery, as a stronger creative variable that was more likely to improve effectiveness.
The team was able to avoid an unnecessary platform test and focus on a more impactful optimization strategy.
What Do I Do Once I Receive My Resonance Analysis?
Review the Executive Summary
- Start by understanding the overall strengths and weaknesses of your creative
Evaluate Creative Performance
- Review insights related to viewer attention, emotional engagement, memorability, and more
Prioritize Recommendations
- Focus on the recommendations that will improve campaign performance before launch
Collaborate with Your Team
- Share these insights with teams to align on campaign improvements pre-launch
Test and Validate
- Use Resonance insights to inform creative revisions, validate campaign concepts, and improve strategy
Compare Creative Elements
- Understand which elements are driving memorability and engagement
When Should I Use Resonance?
Creative Concept Development
Evaluate concepts before developing the creative
Campaign Preparation
Identify optimization opportunities before investing media dollars
Copywriting
Improve headlines, messaging, tone, and calls-to-action
Video Creative
Understand where viewers focus their attention and what they remember
Display and Social Ads
Predict how creative assets are likely to perform before launch
Creative A/B Testing
Compare multiple creative concepts pre-launch
Pitch Preparation
Support creative recommendations with AI-enabled insights
Client Creative Reviews
Provide objective feedback on campaign creative before launch
Creative Performance Reporting
Connect creative attributes with campaign outcomes to inform future campaigns
Ready To Get Started?
Contact the RADaR Analytics team at [email protected]
Latest blog posts about Resonance
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