Assess the creativity of you advertisement spots, effectively!
Presenting Thalia: Measure creativity and make better decisions
Transform your creative strategy with Thalia. Powered by our proprietary AI algorithm, Thalia delivers swift, decisive, and actionable insights into your video ad performance.
From Intuition to Insight
For years, we’ve analyzed the impact of media and ideas. We know creativity matters, but we don’t always know how to measure it. Thalia was born for this: to bring clarity and method to what often remains intuitive.
Hook
Evaluates the ad’s ability to capture and hold viewer attention.
Brand Suitability
Assesses how well the creative aligns with the brand’s identity and message.
Purchase Intent
Measures the likelihood that the ad will drive a desire to purchase.
Creative Quality
Provides an overall score for the creative’s execution and originality.
See Thalia in Action
Thalia’s visual results make analysis easy. You get an overall “Creativity Index” and a bar chart breaking down performance across eight attributes. The bar’s height gives the exact score, while its color instantly shows if the performance is excellent (green), good (yellow), medium (orange), or low (red). This lets you quickly identify an ad’s strengths and weaknesses in one clear visual. Click here and give Thalia a try.
Our Three-Phase Methodology
Thalia combines advanced market research with AI to predict creative quality. To ensure robust and consistent results, each spot undergoes a triple independent analysis, filtering out extraneous content for a pure and accurate evaluation.
1. Automated AI Proprietary Analysis
AI identifies & scores key levers.
- Awareness:Distinctive elements that capture attention.
- Originality:Brings something new to the category.
- Clarity:The main message is easy to understand.
- Affinity:Connects emotionally or rationally.
- Sales Capability:Motivates action and purchase intent.
- Brand Suitability:Aligns with brand tone and values.
- Production Quality:Audiovisual execution quality.
- Emotion:Provokes positive or impactful emotions.
2. Consumer Market Research
A sample of 1,000 participants evaluated the same ads and levers, applying several statistical methodologies to validate the AI model.
Methods Used:
- Ridge Regression
- PCA
- SEM
- PLS
- Media Optimizer
AI vs. human ratings were also compared using linear correlation and RMSE to ensure model accuracy.
3. THALIA Index Construction
A final index is created that combines AI and market data:
- Empirical weights from the market research phase.
- Automatic ratings from the AI analysis.
This index offers an objective and scalable measure of creative quality, useful for auditing campaigns, comparing ads, and detecting areas for improvement.
Thalia Common Questions
Explore answers to frequently asked questions about how Thalia can transform your marketing strategy.
What is the "Creativity Index," and how is it calculated from the eight different attributes like 'Awareness' and 'Originality'?
The “Creativity Index” is your ad’s final score. It’s not a simple average, but a weighted score that combines the AI’s analysis with insights from our large-scale consumer study to reflect what real audiences value most.
How can I trust the AI's evaluation? How does it compare to the feedback from the 1,000 human participants mentioned in the methodology?
You can trust Thalia because its AI is validated against the feedback of 1,000 real consumers. We use rigorous statistical methods to ensure our AI’s analysis accurately reflects human perception, making the results reliable and grounded in market research.
My ad received a low score. Does Thalia provide specific, actionable recommendations to improve it, or just the scores?
Thalia provides actionable insights, not just scores. The “Detailed Scores & Justifications” section explains the ‘why’ behind each rating. For instance, an analysis of a video showing typing hands would highlight that the “Originality” score is low because “the concept of hands typing on a laptop is extremely common,” guiding you directly to the specific area that needs creative improvement.
