Frequently asked questions.

Creatalytics™ is a creative optimisation tool that offers actionable optimisations to increase impact and improve return on investment

It uses a proprietary model: (P + MS+T) = Impact Gap (see more here) to assess creative from Video, OOH, Audio or Display and identify if, and how they lack impact

An Impact Gap represents the gap between actual impact and potential impact. It is a critical output of Creatalytics™

An Impact Gap is created when creative is not designed to be fit for platform. You are likely to have an Impact Gap if you take a ‘one size fits all’ creative approach e.g. using linear creative in a Skippable or Social video environment.  

When an Impact Gap exists it compromises return on investment (ROI) by limiting reach, recall and message takeout. The size of the impact gap signals action;

• Big Impact Gap: Optmise creative asset

• Small Impact Gap: Invest with confidence in the asset to yield the greatest Return on Investment

A Creatalytics™ assessment can be completed in as little as 24 hours [for a priority fee] or within 5 days once creative assets are onboarded.  A small amount of time to get actionable optimisations to increase the impact of your creative.

Creatalytics™ assessments start at $2,750* for your first creative asset.*Based on local currency + applicable taxes.

More than one asset?

We price subsequent assets based on channel and volume of assets for assessment.

We also offer pricing on:

• Projects - 8, 15, 25 asset volume

• Partnerships - for a more bespoke approach

• Pitch Special rate pricing for agencies or media owners in a pitch process where fees are low intial outlay and results based.

• See ‘Get Pricing’ to get a quote to suit your specific needs.

* Costs appear in local currency + applicable sales taxes

Yes! We ask you to share a script, scamp or animatic along with a summary of intended talent, music, and visual / audio treatment.

We onboard this with you to ensure we have the creative context required to adjust the model to reflect the creative is in pre-production phase.

Yes! Creatalytics™ assesses both Brand or Performance creative effectively. We calibrate the model to the role in the funnel the creative is designed for.

Our model assesses tactics within the asset, not the message. 

When we assess creative, we compare it to our database for benchmarks for category, communication task type, format and channel.

Creatalytics™ assesses:

• Creative concepts i.e. prior to production investment.

• Produced creative

Creatalytics™ assesses creative for four channels:

• Video: Linear, Cinema, Skippable, Social and Forced View

• OOH: All formats Creative

• Audio: Radio, Digital Audio, Streaming, Podcast

• Display: Static or Animated

Results are delivered in:

Creatalytics™ dashboard summarising

• The size of your Creative Impact Gap

• An estimate on the Cost of Lost Impact from the Impact Gap

• Key impact highlights

• Actionable optimisation guidance to close your Impact Gap

• Comparison to benchmarks from the Creatalytics™ database (5M datapoints and growing)

Review Meeting

When your Creatalytics™ assessment involves multiple creative assets, we schedule a review meeting to present the results to your broader team. This team may include in-house design, marketing, and financial stakeholders, as well as representatives from your creative and media agencies.

Book a Demo to learn more.

Contact us for an obligation free chat to see how you can put Creatalytics™ to use, especially if any of the below situations apply:

• Have you got creative that you’re about to invest in media?

• Have you experienced some less desirable campaign results?

• Are you about to develop new creative?

• Has your brand or ad tracking indicated misattribution or lower message takeout scores?

• Have you been investing more than your competitors and not getting the desired result?

No.  it’s neither.

We help you operationalise your creative with actionable optimisations built from our proprietary model usingthe most current Platform Best Practice and proven Marketing Science combined with human, not artificial intelligence.

Our ambition and expertise is applying the theory in real world circumstances to improve your impact and ROI, not to interfere in creative development.

Most of our clients use Creatalytics™ to:

• Identify high impact creative and prioritise media investment

• Optimise creative so it’s fit for platform to increase return on investment

• Understand where assets from one channel might be repurposed into another to make more of already stretched creative budgets

• Make sense of why brand recall or ad take-out might be underperforming

• Help make a business case for creative development budgets with financial stakeholders

Contact us for an obligation free chat to see how Creatalytics™ can work for you.

Creatalytics™ is a tool that is adjacent to research for concept development or testing.

It is a creative optimisation tool. The best way fund its investment is as an optimisation from your media investment.  

Why?  Creative accounts for 50% of advertising outcomes, meaning if your creative lacks impact then media efficiency and return on investment are being compromised. Diverting a small amount from media to improve creative impact so it is fit for platform is an investment that can be can be replaced with great negotiation in the short term and ultimately payback in the medium term from increased impact and return on investment.

Contact us for an obligation free chat to see how this approach could work for you.

No.  Creatalytics™ does not use generative AI in any stage of our assessment process.

Our proprietary model is combined with human intelligence at the input and insight stages to ensure our optimisation recommendations are relevant and actionable.

No.  We assess your creative on its fit for platform, application of Marketing Science and if the tactics used match the task it’s designed for.

Our ambition and expertise is applying the theory in real world circumstances to improve your impact and ROI, not to interfere in creative development.