Creative Labs

Creative Labs is a new Creative Insights tool that lets you test and score video assets before they go live. Whether you're validating early ideas or refining final edits, it brings data directly into the creative process—when it matters most.

💡 Why It Matters

• Move upstream: Bring PMG into the creative conversation earlier in the lifecycle

• Guide what gets made: Use performance data to shape decisions before production or launch

• Strengthen collaboration: Align media, creative, and strategy teams through shared, actionable insights

🛠 How to Use It

1. Upload video files directly from your computer—no need to wait for the ad to run in-platform

2. Select filters (e.g. platform, naming conventions, image tags) to define the comparison set—this gives the system context for benchmarking

3. Get recommendations based on Creative Scorecard best practices and actual historical performance

4. Review what’s working (and what’s not) across similar ads to optimize your concept before launch

🎯 Key Use Cases

• Pressure-test early creative before pitching or production

• QA final assets before launch to avoid costly in-market learnings

• Compare variants to help clients choose the strongest execution

• Provide strategic, data-backed creative feedback at any stage in the process

🧭 Comparison Filters

To provide meaningful and actionable recommendations, Creative Labs requires users to define a filter set—this ensures the tool compares your ad to similar creatives. By filtering historical data by platform, campaign objective, and format, Creative Labs builds a relevant benchmark set for analysis. This allows for apples-to-apples comparisons and more confident creative decisions.

📊 Recommendations & Creative Score

Creative Labs generates recommendations on which creative features to include or avoid, based on their historical impact on performance within your selected filters.

For each of the 23 Creative Scorecard features (e.g., "Presence of People", "Quick Pacing", "Logo in First 5 Seconds"), Creative Labs calculates the relative KPI performance—comparing how ads with vs. without each feature perform on your selected metric (e.g. CTR, ROAS).

For example:

• If creatives with “Presence of People” average 50% higher CTR, this feature will be recommended when missing, and assigned a high relevance score.

• Features that hurt performance will be flagged with a recommendation to avoid.

Each creative is also assigned a Creative Score, which reflects how closely it aligns with the current recommendations. This is a weighted score—features with stronger performance impact (e.g. a Relative KPI Score of 9/10) affect the score more than lower-impact ones (e.g. 6/10).

❓ FAQ

Why do I need to select filters?

Creative performance depends heavily on context. Filters ensure your ad is compared only to relevant creatives—those with similar goals, platforms, and formats—so the recommendations you receive are accurate and actionable.

Can I benchmark my ad against other platforms?

Yes, you can! While we encourage aligning your filters with the creative’s intended platform for the most accurate insights, you’re free to explore performance trends across different platforms. This is especially useful if you're repurposing content (e.g., testing if a YouTube ad could work on TikTok), or if the client has limited historical data for a specific channel.

Can I upload the same video more than once?

Creative Labs automatically detects duplicate uploads and will refer you to the original file to avoid redundancy. However, you can apply different filters to that same video to test it in new contexts or explore alternative creative hypotheses.

How is the Creative Score calculated?

The Creative Score reflects how well your ad aligns with the top-performing creative practices within your selected filters. It's based on how many recommended features are present (or absent, if advised), and is weighted by the strength of each feature’s impact on performance.

Why do some assets recommend using a feature while others recommend avoiding it?

Because recommendations are context-sensitive. A feature might drive strong performance in one segment (e.g. Instagram Stories) but underperform in another (e.g. YouTube Pre-roll). Creative Labs adapts its guidance to your selected filters, ensuring it’s tailored to the creative environment you're planning for.

What formats of video files are supported?

Creative Labs supports both .mp4 and .mov file types, but we strongly recommend using .mp4 for best results on the analysis.