In partnership with Google, Dentsu Aegis Network identified an area of
opportunity for a Creative Intelligence Unit. The DAN Creative Intelligence
Unit would be able to iterate through all of a client’s YouTube creative
assets (at scale), identify the elements featured in each video and gather
activity data to further inform creative production discussions. The
analysis would provide reports to help their clients ensure that the video
advertising they are running across YouTube is relevant, drives attention
and is fit for purpose. The pairing of DAN’s media, creative and data
science expertise with Google’s proven AI and ML tools has the power to make
The following clients/brands were selected for analyses:
- Phase 1 - Heineken
- Phase 2 - Ashley Furniture
- Phase 3 - Part 1 - Telia
- Phase 3 - Part 2 - Kelloggs
In order to derive the most actionable learnings, the following was required
from each brand in order to conduct the analysis:
- Access to the brand's YouTube brand channel and Adwords account. This
will enable our DAN Technology Data Science experts to access the
backend YouTube Analytics API and pull the appropriate retention report
that will allow for deeper analysis and insights.
- Raw video creative assets (mp4 format) associated with their
corresponding TrueView campaign Video IDs. These assets are run through
Google’s Video Intelligence API which detects and labels entities (dogs,
flowers, people, etc.) within each video.
THE SOLUTION: ANALYTICS + CREATIVE ASSETS
For the initial phase of our Creative Intelligence engagement, our data science
team was provided with YouTube’s Analytics Audience retention report for a set
number of videos centered around a specific campaign for Heineken. These videos
were subsequently passed through Google’s Video API to provide information about
their content. Using machine learning and statistics, the team was able to
provide an advanced analysis of key dimensions within each video and compare
them against its viewership and retention performance.
Broadly, these dimensions within each video were:
- The role of people and product,
- the impact of the first 5 seconds,
- an analysis of the text on screen versus spoken words,
- the impact of visual imagery,
- the impact of static vs dynamic videos on viewership, and
- an analysis of the impact of discount/promotional mentions.
This information helped to uncover trends behind what had performed well in the
past and where there were opportunities for creative refinement. Upon completion
of the analysis, an insights report was developed and provided to the client to
use for relevant creative strategy and development discussions.
Ultimately, our goal was to help DAN's clients understand what makes consumers
watch video creatives in their entirety versus clicking or tapping the “Skip Ad”
as soon as the option becomes available. It is about striving to make YouTube
ads that are "unskippable" in the eyes of the consumer.
The result/OUTPUT: A YOUTUBE CREATIVE BEST PRACTICE INSIGHT REPORT
Each AI/ML creative analysis report we are able to generate features:
Bespoke ”YouTube Creative Best Practice Insights": Which creative elements
allowed the advertiser in question to breakthrough? How to brand effectively and
include elements that help to foster consumer connections? What encourages
consumers to take action?
Assessment Matrix: Beyond the elements that help brands to influence brand
metrics, what is hurting brands? How often? What are the opportunities or
baseline choices? What should be avoided?
A Framework for Actionability: When are these insights relevant? What are the
key windows for optimization?