Data Inspired Creative

Imaging Tech + Data Tech = The New Formula for Ad Creative

Monday October 8th, 2018 • 2:25 pm - 3:05 pm • Room 121

USA TODAY NETWORK is using imaging recognition technology coupled with data science to analyze digital ads that run across the media organizations 110 sites to determine how ad design directly impacts performance. The team is using this to determine the elements of ads and the specific creative aspects of what helps an ad perform better and make adjustments so the publisher is serving the best possible ad design to help its advertisers reach their campaign goals. We will also produce a tool that will analyze an ad and then predict its future performance based on its design. Hear how the team developed the internal platform, the learnings the team has discovered, and the impact it has had on the organization as well as an advertiser’s perspective who has benefited from this process.