tvScientific Adds Creative Optimization Tool

Pinterest's performance TV advertising platform tvScientific has announced a new tool called Creative Advisor, promising to help advertisers optimize their CTV creative for maximum return on media investment.

Visual search and discovery platform Pinterest has around 600 million monthly active users, who 'Pin' images to 15 billion boards, providing a predictive intent signal based on their plans. tvScientific is the company's Performance TV ad platform - acquired six months ago - and combines these signals with AI-powered optimization and deterministic measurement, to help advertisers turn intent into traffic, sales, installs and other outcomes.

The new Creative Advisor tool analyzes millions of creative elements using proprietary AI models trained on years of real-world CTV performance and outcome data. Elements including messaging, audio, logo visibility, brand presence and calls to action are analyzed, and the tool then gives predictive recommendations to improve campaign performance. This can be used before the campaign starts, or as a fine-tuning tool in-flight.

Jason Fairchild (pictured), CEO of tvScientific by Pinterest comments: 'What makes Creative Advisor different is the data foundation behind it. The platform is powered by our proprietary creative intelligence dataset, built from tens of thousands of CTV creatives, millions of creative elements, and years of real-world performance signals. That allows us to identify which creative attributes are most likely to drive results and give advertisers actionable guidance rooted in proven outcomes, not assumptions. I predict this degree of element-level optimization, combined with advances in ML- based CTV optimization technologies, will more than double performance for TV advertisers in the foreseeable future.'

Web site: www.tvscientific.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.