[contact-form-7 404 "Not Found"]
Go back to Blog
Olivier Kargbo
Published on 12 November 2024
Video ads are the cornerstone of modern advertising—an unrivaled medium for storytelling and a significant investment for brands.
Yet, while media performance insights often guide future campaigns, creativity is frequently left behind, resulting in vague briefs, missed opportunities, and a reliance on guesswork.
Brands typically approach new campaigns armed with:
What’s missing? Deep creative insights—the key to unlocking consistent, measurable success.
This doesn’t have to be the case anymore.
Welcome to the age of Creative Intelligence, where data meets creativity to transform how brands evaluate and optimize their video ads.
By replacing guesswork with actionable learnings, you can ensure that every second of your creative investment delivers meaningful results.
With Post-Flight Creative Analysis, the journey doesn’t end with a single campaign analysis. It allows marketers to move from one-by-one analysis to MASSIVE analysis of video ads, backed by statistical models.
The goal is to correlate creative attributes with their respective campaign’s results—regardless of platform or format—with specific, predefined brand Key Performance Indicators (KPI) while maintaining an agnostic approach.
1- Choose your scope of analysis
Everything starts with a set of approximatively 50 video ads campaigns provided by the brands’ operations. It can come from various platforms and categories like digital ads, UGC, influencer videos, etc.
We can, for example, analyze a set of Meta video ads for the last 2 years, or a set of video ads from a Tiktok influencer campaign, etc….
2- Generate the data-driven profile of any video ads
VideoRunRun Tech leverages AI and computer vision technologies like object detection and speech-to-text, enriched by Data Science to transform each creative element into a 50 data-points profile.
This includes analyzing elements such as logo visibility, voice presence, duration, cuts, sequences, saliency…to rationalize every key element of the video in an advertising context (attention, consideration, action).
With an abundance of good data, the scope of creative analysis is boundless to learn what drives key performance metrics inside creatives, both positively and negatively!
The power of Creative Post-Flight Analysis lies in its adaptability. Each analysis is designed to address your brand’s unique goals and challenges.
While the following examples were extracted from an in-depth analysis of over a hundred TikTok videos for a leading beauty brand, the insights are just a glimpse of what we can uncover.
These examples are only the beginning, and we can tailor our analysis to explore countless other creative variables and KPIs.
Here are just a few actionable insights we’ve uncovered:
| Level of analysis | Example |
| Global Analysis | A video where the product is visible 30% of the time may significantly outperform one with 70% visibility by X1.4 on CTR. |
| Audience/Cohort: By segmenting audiences into different demographic or geographic groups, brands can understand consumer preferences and behaviors more accurately. | Older audiences show 1.7x higher CTR on longer, slow paced & more educational videos, while younger viewers tend to prefer fast, dynamic visuals with frequent cuts. |
| Platform/Format/Device: Distribution models have their own user behavior. Analyzing performance across each one reveals key creative ingredients for success to help generate future videos variations from a TV master for example. | Videos with a high degree of person visibility (more than 60% of the time) tend to X2 sales on platforms where personal connection and influencer presence are key, such as Instagram or YouTube. |
| Video categories like Creator: Just as with channels, creators have varying impacts on performance. Should a nano-influencer mirror the creative style of a macro-influencer? | TikTok videos produced with a macro-influencer (50-60+ seconds) achieve 1.8x higher engagement than shorter ones. |
By applying these insights to the next brief or version of your video, you spark a virtuous learning curve—one where each campaign builds on the last. This iterative process allows you to uncover what truly drives creative success for any KPI you aim to achieve.
Think of it as documenting your custom Creative Playbook for success, grounded in data and designed to evolve with your brand’s needs.
The process begins with analyzing campaign data to uncover what works, distilling these findings into data-driven guidelines, and transforming them into actionable creative briefs that guide production and post-production with precision and purpose.
This cycle continues, creating a self-sustaining system where creativity and performance continuously evolve together.
With Post-Flight Creative Analysis, the journey doesn’t end with a single campaign. It’s a powerful solution that transforms how brands evaluate and can optimize their future campaigns.
Did we mention it only starts with a simple CSV file with your creative and their campaigns KPI results? Not complicated yet very powerful and insightful!
Ready to get in ?! Let the magic happen when creative and media data work together!
Already have a video? Optimize your video impact with VideoRunRun’s YouTube Creative Scoring to enhance ad performance and eliminate wasted spend.
Read more