Many pieces are in motion when marketers are creating assets for campaigns. A hundred small decisions affect every frame, whether designing for a still image or a video.
What message should lead? How quickly should the point land? How much emphasis should be placed on the brand versus the person enjoying the product? Those decisions are where the craft lives, and they're the reason two creatives with the same budget behind the same audience can perform nothing alike.
That’s why we’ve been on a mission to give marketers the creative intelligence they need to make those decisions quickly and confidently. Today, we’re thrilled to announce the launch of Creative Insights for video, now available to select partners and rolling out widely this summer.
Starting with Stills
For a while now, we've been measuring static and display creatives at the attribute level, reading each one for the choices that went into it and connecting those choices to how it performed. When a team can look at their results and understand that the feature-forward message pulled ahead, or that the versions with a prominent subject held up better, they stop guessing and start deciding.
Our customers have been getting real value from this, and honestly it's some of the work we're proudest of, because it puts the intelligence back in the hands of the people making the calls.
We've kept investing in it, kept sharpening it, and the more marketers use it the more it's clear that this way of understanding creative shouldn't stop at stills.
Insights in Motion
Video is full of the same kinds of decisions, and marketers deserve the same clarity about them. So we're extending creative insights to videos, starting with the signals that describe a video as a whole:
Duration and engagement dropoff (under 6s, 6–15s, 15–30s, over 30s)
Product featured
Key message (brand, feature, or price)
Logo present, and whether it appears in the first three seconds
CTA present
Tie those to performance and a video team can finally answer the questions they've been carrying around on instinct: which lengths hold attention, whether feature-led lands better than price-led, whether that early logo is helping. It's the same discipline our customers already trust for stills, now speaking the language of video.
This is where we're starting, and there's a lot more we're excited to build, including the moment-by-moment read of what's happening on screen and where attention goes. That's coming.
Why This Matters
We think marketers do some of the most creative, underappreciated work out there, and they make far better decisions when they can actually see what's working across everything they produce. Watching a team take an insight and turn it into a smarter next brief is genuinely the best part of this job.
We can't wait to see what marketers do with these insights across formats, and as always, we've got much more on the way.
