✦ - CREATIVE INTELLIGENCE (Pro)

The Creative Intelligence premium section, offers an advanced level of analysis, collects more detailed metrics on user engagement and actions, heatmaps, topics, recommendations, and the ML-Model Garden.

Engagement&Actions

The Engagement&Actions section provides more precise visibility of metrics that analyze user interaction with the AD. It provides crucial information such as Interaction Rate, Interaction Rate By Day, and Video Quartiles Drop Off. In addition, there are specific metrics on interaction with creative story elements and interactions with the video player, along with interactions broken down by device, browser, and operating system. This allows us to accurately assess the effectiveness of ad campaigns and identify areas where optimizations can be made to maximize user engagement.

In addition, by leveraging our Brand Tag, it is possible to analyze four additional metrics: the Bounce Rate, which indicates the percentage of visits in which a visitor immediately leaves the website after viewing only a single page, without making any additional action; Page View, which measures the total number of times a specific web page has been loaded or viewed by website visitors; Average Session, which measures the average length of a users' browsing session on a website; and finally User, which indicates the total number of users who have landed on the brand's page. These metrics provide an important insight into users' interactions with the brand's website, enabling the evaluation of effectiveness and audience engagement.

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Heatmaps

This section of Creative Intelligence is designed to analyze the performance of A/B tests conducted between two stories to identify the best-performing creative by examining the corresponding heatmaps. Through these heatmaps, which identify the spatial and temporal distribution of interactions with the story, highlighting them with different colors to represent different levels of interaction or activity, with more intense colors indicating greater activity or interaction, it is possible to better understand where the creative registered the highest interactions with the audience. In addition to the heatmaps, we also find details of the metrics for the two placements and selected stories, allowing for both visual and numerical comparison of performance, and also two charts corresponding to the two stories, showing the click counts for all the widgets in the creative, providing a detailed view of user interactions with the advertising content.

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Topics

The Topics section provides an in-depth analysis of performance related to the domains and industries where the campaign was delivered and therefore examine in detail how the campaign performed in different subject areas and market sectors, to identify the most successful areas and to optimize marketing strategies accordingly.

By clicking on one of the domains or industries listed, a detailed graph can be displayed showing performance relative to several key metrics, such as CTR, VTR, interaction rate and share. Using the available filters, you can select the metric of interest and compare the performance of various metrics across domains or industries.

Recommendations

The Recommendation section, based on the data collected during campaign delivery, offers recommendations and insights to increase performance against benchmark KPIs. All data are filterable by KPI (IR%, CTR, VTR) and by context (Hour, Day Of The Week, Device Category, Widget Type...).