The tool, Creative Audit, allows advertisers to understand which aspects of a campaign work well, what needs to change and where media spend should be directed.

Creative Audit uses Daivid’s AI models to analyse up to 5,000 creative assets, assessing attention, emotion, brand recall, consideration and purchase intent. The platform measures 39 distinct emotions.

The signals are then correlated with data such as media performance, social engagement, brand lift and sales to highlight the characteristics associated with the stronger results.

The analysis is then turned into a creative playbook, with the findings to be used to assess new creative against brand benchmarks.

Ian Forrester, chief executive and founder at Daivid, said: “Brands are producing more creative than ever, but understanding what actually makes an ad work remains a challenge.

“Creative Audit gives marketers a way to analyse creative at scale, connect it to real campaign results and understand which creative characteristics are associated with stronger performance.”