How tapping "creative data" can help advertisers boost effectiveness

Creativity has often been viewed as an art rather than a science, but a new generation of artificial intelligence tools are helping provide deeper insights into this advertising discipline.

Watch the related session from the Cannes Lions festival here.

Advertising creative, long seen as more art than science, is getting a data-driven makeover.

This new, statistically-validated approach to crafting the best TV spot, pre-roll video or print ad is possible thanks to an emerging breed of artificial intelligence (AI) software. Such automated tools analyze the content of ads – say, logo placement, music use and diverse representation in casting – and help brands delineate the granular features of their communications output.

“In the last couple years, there's been a tremendous amount of progress in computer vision technology,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands