Content simulations
A content run puts a creative in front of a simulated audience in a realistic media environment — a social feed, a TV break, an ad slot — and asks them about it afterwards.
It answers the question creative pre-testing has always been slow and expensive to answer: did anyone notice this, did they know whose it was, and did it annoy them?
The content track is switched on per account. If you don't see it in the app, contact support@moveo.one.
Setting upDirect link to Setting up
1. Choose an environmentDirect link to 1. Choose an environment
The environment is the media context the creative appears in — it determines what the agent is doing when your ad interrupts them, which is most of what determines how they react to it.
| Environment | Context |
|---|---|
| Social | TikTok, Instagram, YouTube — feed-native creative |
| TV | Linear and connected TV — 30-second-spot territory |
| Digital Ad | Search, display and in-stream video |
| Audio | Podcasts and streaming radio |
| Cinema / DOOH | Cinema pre-roll and digital out-of-home |
The picker shows all five so the roadmap is visible; the ones without a sandbox yet are marked coming soon and are not selectable. Within an environment you choose a format — in-feed video, static image, story, display banner, and so on.
2. Upload the creativeDirect link to 2. Upload the creative
Video, image, or a display asset, depending on the format. Moveo One extracts what is objectively in it — pacing, text coverage and legibility, contrast, faces, hook strength — and that extraction is what agents perceive.
Two things you can declare, because they are facts about your campaign rather than things extraction should guess:
- Brand terms — what the brand actually is, so recall can be scored against it.
- Featured people — who is on screen. A creative with a recognisable face is not the same creative as one without, and it is not the same creative in every market.
3. Choose the audienceDirect link to 3. Choose the audience
An audience from the content archetype library, plus markets — a weighted list, because a campaign runs in several. Market matters for recognition: whether a face or a brand is known is a fact about a place, not about the ad.
Content runs declare their A/B arms per asset — upload two creatives, tag each with an arm, and one audience is split between them.
What agents are askedDirect link to What agents are asked
After the session ends, an agent is asked a battery of questions. These are standard advertising-research instruments, not invented scales:
| Block | What it measures |
|---|---|
| Noticing | Did the ad register at all |
| Brand | Cued brand recall, and separately aided recognition |
| Comprehension | What they took the message to be |
| Intrusiveness | 7-item irritation scale (Li, Edwards & Lee) |
| Attitude | Attitude toward the ad (MacKenzie & Lutz items) |
| Purchase intent | Juster 11-point purchase-probability scale |
| CTA | Whether the call to action registered |
The gate — why some agents aren't countedDirect link to The gate — why some agents aren't counted
This is the part that makes a content report trustworthy, and it is worth understanding before you read one.
A question is only asked of an agent that was in a position to answer it. An agent who scrolled past in 400ms is not asked what they thought of the ending. They are recorded as an exclusion with a reason, not counted as a "no".
The distinction is the whole point. Counting a never-exposed agent as "did not recall the brand" makes any creative look worse the more skippable its placement is — you would be measuring the media plan and calling it the creative.
Reported reasons include:
- never saw the ad
- didn't watch long enough to answer
- the ad never finished playing for them
- watched it through, but too little of it was measured to ask them
- were asked, but no measurement came back
Every figure carries its own n and its own exclusion counts, so you always know how many agents a number is actually about.
When two arms exclude different numbers of agents from the same measure, the two figures have stopped being comparable — the survivors of the heavier exclusion are systematically different people. The report flags this. Don't read past the warning.
NextDirect link to Next
- Reading results — including what the exclusion counts mean.
- Cohorts and audiences — building the population.