IPG 'Simulation Studio' Measures Impact Of Advertising Before It Happens

Interpublic this morning unveiled plans for what it calls a "simulation studio" powered by new "agents-based" research capable of simulating human responses to any scenario -- including ad campaigns -- with a speed and accuracy unimaginable by human-based research methods.

The studio -- which is based on technology, software and …

1 comment about "IPG 'Simulation Studio' Measures Impact Of Advertising Before It Happens".
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  1. Ed Papazian from Media Dynamics Inc, August 11, 2025 at 6:21 p.m.

    I expect that soon all of the big agency holding companies will roll out something similar, just as happened many years ago when BBDO announced it's new, supposedly sophisticated, computerized media selection model. In no time  Y&R had one and a consortium of agencies was formed to back another model. Nothing came of it--but that's how the game is played. If one shop has a toy, everyone has to have one. 

    I'm not saying that this particular initiative has no value nor that it's a "toy".Let's see if it delivers on its promises--unlike the agency media selection models of the past.

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