System1 Launches Emotion-Driven Platform to Boost Creative Strategy

Nov. 05, 2025

System1 today introduced Test Your Ad Competitive Edge, the world’s largest open creative effectiveness database of more than 100,000 ads that gives brands the ultimate competitive advantage through a comprehensive, real-time view of their category and inspiration from best-in-class creative. The relaunched product builds on the strength of System1’s proprietary Premium database, which has been developed and expanded over the past six years.

Advertisers can see not just how their campaigns perform, but how they stack up against competitors. Combining System1’s market-leading emotional response data with continuous ad tracking refreshed daily, Test Your Ad Competitive Edge allows teams to benchmark, learn, and optimise creative faster than ever before. Spend data also helps guide smarter media investment.

With Test Your Ad Competitive Edge, marketers can:

• Rank & Compare – With tracking and rankings across 11 sectors and 108 sub-categories, Test Your Ad Competitive Edge enables brands to see how their ads perform versus competitors and category norms. 
• Predict Impact – Access System1’s proprietary Star, Spike and Fluency metrics, derived from real audiences that forecast brand growth and short-term sales. 
• Shape Creative Strategy – With System1’s FaceTrace® identify which emotional territories and creative approaches truly work. 
• Discover Trends – AI search, timely notifications, and curated collections allow you to stay ahead of the curve.
• Track & Report – View detailed reports, compare and share insights in minutes.
• Inform and Improve Future Creative – System1’s consultancy service offers additional strategic insight as a premium, option add-on to help brands optimise existing and future creative.

 

Jon Evans, Chief Customer Officer at System1 said:

"Creative quality is a powerful multiplier of profit potential, but to truly predict how effective your advertising will be, you need to understand how it benchmarks against your category and competition. Test Your Ad Competitive Edge transforms the way brands evaluate and learn from their own creative, their competitors’ work, and the world’s most effective advertising. The database enables brands to discover their creative share of voice and make bolder, smarter, and more emotionally resonant work.”