DAIVID Adds Entry Level Service 'Creative Audit'

A new service from creative intelligence specialist DAIVID promises to analyse several thousand ads at once, and connect creative signals with campaign outcomes, to show 'which elements drive stronger results and why.'

Headquartered in London, with offices in the US and APAC, DAIVID was launched in 2021 by former Unruly exec Ian Forrester, and provides human-trained, AI-powered technology which analyses video and image content to predict creative attention, response across 39 emotions, and impact on brand metrics.

The new Creative Audit is intended as an entry point to DAIVID's creative intelligence engine, and offers advertisers a scalable way to map creative to performance and optimize use of their media spend. DAIVID's AI-powered technology, trained on tens of millions of human responses to advertising, is used to analyse up to 5,000 creative assets at once, looking at attention, emotion, brand recall, consideration and purchase intent: these indications are then correlated with outcome data, including media performance, social engagement, brand lift and sales.

Brands get a data-led creative playbook, showing the relative success in outcome terms of different creative options and the important of various factors; as well as the means to assess new creative against their own benchmarks. Data visualisations are provided for every asset, along with insights tailored to the brand. The firm says early user Boots used the solution to analyse more than 3,500 creative assets, and found a 0.89 correlation between DAIVID's creative intelligence signals and campaign outcomes.

CEO Forrester (pictured) says the new service gives marketers 'a way to analyse creative at scale, connect it to real campaign results and understand which creative characteristics are associated with stronger performance. ' He adds: 'The result is a clear playbook for future creative, as well as a practical way to assess new ads before putting media behind them.'

Creative Audit is part of DAIVID's platform and can be integrated into existing workflows through API and MCP connectivity. The company is online at www.daivid.co .

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