Can AI (computer vision) help us to evaluate creatives at large scale?

Minh Nguyen

Google Japan used a hybrid methodology of computer vision and human encoding to discover if artificial intelligence/machine learning could help it define good or bad ads in terms of driving business results.

Abstract

Can artificial intelligence/machine learning help us define what bad or good ads are in terms of driving business results? We demonstrate a hybrid methodology of computer vision and human encoding to conduct large-scale creative meta-analysis at a low cost. We also show how to design good prompts (input into a Generative AI model) to generate high-quality advertising. This new approach has the potential to help advertisers generate thousands of creatives to test for their campaigns. This could lead to significant improvements in advertising performance and ultimately help businesses achieve their marketing goals.

Introduction

Who isn't sick of bad ads...

WARC subscribers can sign in to keep reading

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