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MediaCom Launches 'Creative Analytics' Insight Tool

November 26 2021

WPP agency MediaCom is launching a capability called Creative Analytics, to provide insight into future creative performance across programmatic display, search, social media and video.

Tom SaunterCreative Analytics, which will be offered to all WPP agencies, is offered via five global 'centres of excellence', located in Singapore, New York, Warsaw, Moscow and London, where teams of data scientists are working to convert creative data into insight using advanced modelling techniques. The service has already been tested with several clients, and according to MediaCom can improve digital performance by up to 50%.

In addition, MediaCom has signed a partnership deal with recently launched emotional AI platform DAIVID, adding predictive attention and emotional response data to its own campaign optimisation tools. DAIVID's predictive algorithm uses a combination of technologies such as facial coding, eye tracking, machine learning, computer vision and emotional categorisation, through DAIVID 39TM, to help advertisers optimise the impact of their creative and media strategies at scale.

Tom Saunter (pictured), Global Head of Creative & Media Technologies, MediaCom Creative Systems, comments: 'Creative Analytics will be increasingly focused on extracting high quality creative data that tells us what works creatively, what doesn't, and why. Our AI-assisted methods are already transforming creative and media performance significantly and we're really excited to add DAIVID's attention and emotional predictions to provide a completely new source of creative insight for our clients'.

Web sites: www.mediacom.com and www.daivid.co .

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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