Marketing Architects has spent years building technology to predict TV performance. Now it's expanding its suite of tools, using new research to empower creatives while helping AI understand what makes TV advertising memorable, distinctive, and brand-building.
Research validates seven-criteria framework for creative quality.
Criteria: concept originality, narrative surprise, visual freshness, dialogue distinctness, craft cohesion, brand-fit risk, cultural resonance.
Study of 500 marketing and creative professionals tested AI-human alignment.
Humans and AI reached similar ratings across creative executions.
Framework built into evaluation tool for creative team feedback.
AI pretesting tool ScriptSooth refines TV scripts for performance.
Creative quality is one of the hardest parts of advertising to articulate. Most agencies rely on gut feel and internal debate to decide whether an ad concept will work, but that debate rarely produces a consistent standard. Marketing Architects built a framework for discussing and evaluating creative quality in TV advertising, breaking it into seven criteria: concept originality, narrative surprise and emotional punch, visual freshness, dialogue and voice distinctness, craft cohesion, brand-fit risk and reward, and cultural resonance.
The agency commissioned a national study of 500 marketing and creative professionals to evaluate whether, with the right prompts, this framework could allow AI to apply human judgment to its development and evaluation of TV creative. The results were surprisingly positive. Humans and AI reached similar ratings and conclusions across creative executions, suggesting AI could judge scripts similarly to actual creatives when using the framework.
"There's skepticism that AI is too rational to judge something as subjective as creativity," says Catrina McAuliffe, SVP Brand Strategy at Marketing Architects. "This research suggests AI can recognize many of the same creative qualities people do. That gives us the confidence to build tools that not only empower but also raise the bar for our writers."
"We've always believed brand and performance are both crucial for creative success on TV," says Joel Kalinowski, SVP Platform. "Now, we're building technology that understands and informs the full scope of what makes TV effective."
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that helps brands get more out of TV advertising. Founded in Minneapolis, Marketing Architects has spent 30 years building homegrown technology to solve TV's pricing, measurement, and scale challenges.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones, and thrive on the tech pulse.
