Video Creative Analysis

Video creative analysis predicts how a moving creative will be seen across its full length. It returns attention maps and per element scores for the creative, and it runs a second analysis over the timeline: the Media Graph Metrics chart, which measures the creative second by second through the cut. This article explains how to run the analysis and what each part of the output shows.

RUNNING THE ANALYSIS

Open AI Creative Insights and upload a .mp4 or .mov file. The analysis runs and opens the results when it completes.

WHAT THE ANALYSIS RETURNS

Heatmap

The heatmap shows where people pay attention on your creative and how strongly. It is built from predicted gaze points, where each point marks a place the eye is predicted to land, and the points collect together into a map across the creative. Areas drawing the most gaze appear in warm colours, with red at the strongest concentration, running through to cooler colours where attention is lighter.

Use the heatmap to check that attention is landing on the elements the creative depends on, such as the product, the logo, or the supers. See Heatmap interpretation.

Fogmap

The fogmap shows which parts of your creative are noticed and which are missed. It applies a visibility threshold to the gaze prediction: elements that draw enough attention to register stay clear, and elements that fall below the threshold are faded out.

What stays clear is what your creative communicates. Use the fogmap to check that the brand and the message both clear the threshold. See Fogmap interpretation.

Area of Interest scores

Marking an area of interest gives you scores for a specific element instead of an overall impression. Mark the logo, the pack, the price, or the end frame call to action, and Decode returns two scores for each one.

Attention: the percentage of total viewing time spent looking at that element once it has been noticed. It measures how well the element holds someone after they reach it. A high value means they stay on it. A low value means they look at it and move on.

Time to Discover: how long it takes before the element is noticed for the first time. It measures how quickly the element is found, and it is the score that tells you the order elements are reached in. A low value means it is found early. A high value means it is found after other parts of the creative.

Read the two together. An element can hold attention well once it is found and still be found late, which points to where it sits in the frame rather than how it is designed. See Area of Interest (AOI) setup on creatives and Time to Discover.

Design Analysis Report

The Design Analysis Report is a written summary of what the analysis found in the creative. Use it to read the finding directly rather than working it out from the maps, and as a starting point when writing up results for your team.

Design Improvement Report

The Design Improvement Report lists the specific changes the analysis recommends, based on the objective the creative is assessed against. This is the part you act on when you revise the cut. Check the objective shown alongside it first, because the same creative assessed against a different objective produces different recommendations. See Prescriptive guidance.

Media Graph Metrics

The Media Graph Metrics chart plots four measures across the length of the video, with one value per second. Instead of a single score for the whole film, you get a line for each measure that rises and falls with the edit. This is what tells you how the creative performs across its own duration rather than as a single piece.

The four measures plotted are Focus, Clarity, Attention, and Percentage Seen.

Persona results

If a synthetic audience is applied to the analysis, the results also show how the creative performs for each persona rather than for a general viewer, through Persona Fit, Persona Insights, and the Personas tab. Use this to check the creative works for the audience you are targeting. See Using a Synthetic Audience in AI Creative Insights.

READING THE MEDIA GRAPH METRICS CHART

Because the values are recorded per second, any point on the chart maps back to a moment in the cut. When a line drops, go to that point in the video and look at what is on screen there.

A sustained fall across several seconds points to that stretch of the edit. A single low second in an otherwise steady line is usually a cut or a transition and carries less weight than a sustained one.

Check where your brand moment and end frame sit relative to the shape of the lines. A brand reveal placed in a falling stretch is a scheduling decision rather than a creative one, and moving it is often a smaller change than reworking the frame.

RE-RUNNING AN ANALYSIS

Regenerate Insights runs the analysis again on the file already uploaded and replaces the existing output. A revised cut goes in as a new upload, which lets you compare the two versions against each other. See A/B creative testing using predictive AI.