Creative Analytics will provide clients with “more effective digital campaigns by enabling them to optimise both creative and media decisions”, according to MediaCom. The capability has already run with a number of key MediaCom clients, with the results said to show that it can improve digital performance by up to 50%.

An innovation from the agency’s new Creative Systems global division, the tool now has five international centres of excellence located in Singapore, New York, Warsaw, Moscow and London. At each hub, teams of data scientists convert creative data into insight using advanced modelling techniques.

As part of the launch, Creative Analytics will also introduce DAIVID, a new AI platform that will add predictive attention and emotional response data into Creative Analytics’ existing models. DAIVID’s predictive algorithm uses a combination of advanced technologies, such as facial coding, eye tracking, machine learning, computer vision and emotional categorisation, to help advertisers optimise the impact of their creative and media strategies at scale.

Tom Saunter, global head of creative & media technologies at MediaCom Creative Systems, said: “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.”