DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the networkâs programmatic arm, has announced the launch of âDAN Vision for Creativeâ, a machine learning and neuroscience-based engine that delivers insights into the predicted performance of a creative even before the creative has actually run.
âDAN Vision for Creativeâ, through its sophisticated technology, endeavours to accurately present a visual heat map of effective elements of a creative and forecast the likelihood of its performance based on algorithms that have been trained over the performance of thousands of creatives and analysing millions of elements.
Sidharth Rao, CEO and Co-Founder of Dentsu Webchutney, says, âOne of the biggest game changers in modern marketing is the use of data to better the decision-making capabilities of professionals to yield better outcomes. Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analysing data generated through experiences for a particular outcome.Â Having co-founded an agency that deploys new-age solutions to solve common problems, âDAN Vision for Creativeâ is just the right weapon to solve the age old creative problem of âWhy are certain creatives performing better than the others?.â It is creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success.â
Having co-founded an agency that deploys new-age solutions to solve common problems, âDAN Vision for Creativeâ is just the right weapon to solve the age-old creative problem of âWhy are certain creatives performing better than the others?â creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success.â
Using a battery of neuroscience research-based models that integrates psychometric and eye-tracking approaches with media effectiveness, âDAN Vision for Creativeâ creates a platform for data and creativity to work together.
âToday, creative testing is about determining which creative is performing better for which audiences. This involves testing 100s of creatives. The by-product of this is, lots of budgets invested into creative production, time spent to create them, marketing budget spent towards testing them and the time involved to get a confident decision. All of this deters most marketers from doing comprehensive creative testing. To top it all, even after this, all we get is which creative is performing better, and no clue on which element is influencing it to perform better or worse. By combining advanced AI techniques such as RNNs (recurrent neural networks), Computer Vision and NLP (Neuro-Linguistic Programming), we are now able to provide predictive intelligence for the creative even before it goes live. This shortens the creative testing cycle and saves on time and money for our clients. Additionally, DAN Vision for Creative provides clues to the âWhyâ of the creative; making the future creative cycle even more sharper and focussed,â says Gautam Mehra, CEO of DAN ProgrammaticÂ andÂ Chief Data Officer (South Asia) at Dentsu Aegis Network.
âDAN Vision for Creativeâ will be merged with the Programmatic Predictive Technology, DAN Vision, launched earlier this year, and is available for global use.