MediaCom’s Daivid aims to turn ads into online goliaths

online shoppingMediaCom is rolling out an AI-based tool which allows clients to adjust the creative and media for digital campaigns and has already been shown to improve the digital performance of ads by up to 50%.

The Creative Analytics platform offers a suite of functions aimed at improving layouts for display ads, suggesting slots that will boost engagement and predicting the success of campaigns in advance.

It will also include an algorithm – dubbed “Daivid” – that uses information on emotional response and attention levels with facial coding, eye tracking, machine learning, computer vision and emotional categorisation with the ultimate aim of turning ads into online creative goliaths.

Designed to boost programmatic display, search, social and video campaigns, the tool has already been trialled with a number of MediaCom clients and will now be rolled out to all WPP agencies.

It is understood to be the first system to emerge after two years’ investment under MediaCom’s Creative Systems global division, headed by Tom Saunter, who returned to MediaCom in 2019, having previously spent eight years at the agency between 2008 and 2016.

Saunter said: “As an industry we have been primarily focused on media optimisation. The incremental gains from tweaking a digital algorithm are nothing compared to the benefits of making a high-quality piece of creative more relevant to its audience.

“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.”

Daivid founder Ian Forrester said: “I’m delighted to be working with MediaCom’s incredibly innovative team, who have an intrinsic understanding of the drivers of advertising effectiveness. We’re very much looking forward to working together to harness the power of attention and emotions for some of the biggest global brands as part of the Creative Analytics toolset.”

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