A controlled test utilizing a new, state-of-the-art measurement system indicates that machine learning makes advertising more effective by identifying and targeting people who are most receptive to the campaigns. The study — conducted by IPG Mediabrands’ Magna and IPG Lab units in partnership with 21st Century Fox’s True[X] subsidiary — utilized True[X]’s Up//Lift measurement technology to measure three campaigns over a month to find out which performed better: campaigns managed with or without machine learning.

The conclusion: Machines working with humans performed better than people working manually in nearly every category measured, including lifting: 

• Brand familiarity (machines: +6.2%, humans: +3.3%)

• Brand interest (machines: +8.6%, humans +1.9%)

• Purchase consideration (machines: +5.7%, humans +0.8%)

• Purchase intent (machines: +1.1%, humans +0.5%).

The study also found that machine learning was more economical, with only 3.08 ad exposures per consumers vs. 4.13 generated by humans required for brand recall.