tvScientific by Pinterest Launches Creative Advisor to Optimize TV Advertising with Predictive AI

TV Scientific by Pinterest has launched the Creative Advisor, an artificial intelligence-based predictive tool aimed at supporting advertisers to optimize their TV ad creative continually through the analysis of their expected performance. This tool is aimed at helping marketers overcome one of the most persistent issues in TV marketing – that of determining what elements of creativity will work and deliver better performance. The tool analyzes the advertisement creative prior to campaign launch and makes suggestions for improvements, which should help improve the efficacy of advertising efforts on connected TV and other television media.

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Through the integration of predictive analytics and creativity, the idea is for the platform to enable brands to cut their waste on ad dollars, test faster, and make better creative decisions along the way through their campaigns’ lifecycles. This launch indicates that there is indeed a merging of artificial intelligence, creativity, and performance marketing as a means to measure ways of enhancing the effectiveness of advertisements as advertisers search for effective ways to achieve campaign goals. As ad dollars pour into connected television, such a tool as Creative Advisor is likely to prove instrumental in optimizing creative assets before and during campaigns as opposed to afterward.

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