Data & Analytics Congress 2025

At this year’s Data & Analytics Congress by Data & Insight Network, DVJ Insights will share how leading brands turn creativity into business growth by combining AI with human insight.

Drawing on large-scale advertising testing programmes and a collaborative study with DPG, Nielsen and the University of Groningen, DVJ Insights analysed over 8,500 advertisements using advanced AI tools. The research shows that ad uniqueness is declining, even though strong creative quality remains a key driver of sales performance.

In this session, Jori van de Spijker will demonstrate how AI can enhance the understanding of attention and engagement in advertising. By measuring cognitive demand, we identify an optimal “bandwidth” where excitement and willingness to keep watching peak. Ads that stay within this range achieve a stronger market impact, proving that AI becomes most powerful when combined with human insight.

For more information, visit https://datainsightsnetwork.nl/events/https://datainsightsnetwork.nl/events/data-analytics-congres-2025/