Predicting Business Impact Before Production Starts
Avito's media marketing team has implemented the GenAI Pretest tool, which allows evaluating the potential of a TV commercial long before a filming budget is allocated to the project. The system can calculate advertising effectiveness based on simple AI-generated prototypes.
Key Benefits of the New Approach
Traditional script testing through agencies typically takes about two months and involves high costs. Implementing generative models radically transforms the video ad development process:
- Pennies per test: testing a single prototype costs the business virtually next to nothing (just tens of rubles).
- No lengthy approval cycles: it eliminates the need for multi-week tests and prolonged iterations with production agencies.
- Proven metric growth: selecting the final commercial based on the predictive model increased the validated quality score by +17.7%, as confirmed by the results of real campaign launches.
The new methodology helps avoid costly mistakes and directs budgets only toward creatives that are guaranteed to deliver maximum return for the business.