Omnicom Media Group’s data and analytics division, Annalect, has launched Video Creative Intel. It would allow an advertiser to determine whether including a human would enhance a creative asset The Video Creative Intel helps marketers identify which creatives are most effective before they launch campaigns.
How exactly does Video Creative Intel help?
Retailers, for example, need to advertise a new promotion in a short timeframe and ensure their creative hits the mark with target audiences. Nevertheless, it does not have the time to carry out qualitative research and does not have the money to run ads that don’t work. Annalect’s Video Creative Intel tool, developed by Omnicom Group’s data and analytics division, will be leveraged. Annalect’s machine learning and artificial intelligence tool draw on data from its proprietary datasets, Google’s data, and the client’s own metrics. The chief experience officer of Analect, Clarissa Season told Adweek,
“As pieces of creative are running in the market, you can start to understand when a piece of creative is starting to wear out [and] when you need to change the creative video.”
As reported by Adweek, Annalect has tested the tool with seasonal retailers and entertainment clients. Using the tool, clients found the need for their branding and moreover include both audio and visual. Another finding was to introduce humans earlier in the creative. A partnership with Google provides Annalect with access to Google’s creative intelligence data, which is an important component of these data insights.
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In partnership with Google
The current insights are based on the performance of video assets on YouTube. In addition, Annalect is testing the tool’s predictive capability for non-video digital assets A pilot test has already proven that the tool can be used to showcase creative works on connected TVs.
Annalect’s new tool is different from many other holding companies’ predictive ad tech tools because it focuses on optimizing creative, instead of media formats. Jay Pattisall, principal analyst at Forrester told Adweek,
“The audience-first approach to using data to create audiences was something not being used inside the creative agencies. In the last two years, they’ve worked very hard in terms of catching up in data maturity and data literacy to media [agency] counterparts.”
The Video Creative Intel platform puts together data from Omnicom and Google to provide a broader view of the market than other Adtech-based creative services available. This can be a huge advantage for advertisers who utilize their dollars more effectively.
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