Among the many ways generative AI and its machine learning ancestors are helping media agencies do their jobs more efficiently, campaign optimization seems to be catching on in a bigger way. Essentially, more and more media agencies have boosted and sped up their AI abilities to apply marketing mix modeling to media campaigns — and now it’s spilling over into creative as well.
The latest example comes from MissionOne Media, the newish media agency arm of Barkley OKRP, which is launching M1 Refinery, a data-driven insights analyzer of creative performance. M1 Refinery, according to its creators, aspires to answer the question: why does one ad perform better than another? While A/B testing and standard platform reports can show which ads perform best, they rarely explain why. M1 Refinery aims to do just that, both from a creative and media POV.
Using predominantly Google Gemini meshed with its own developed tech (the agency describes itself as a big Google partner), M1 Refinery analyzes up to 200 creative elements – such as product type, color, emotion, props, location, language and video length – across platforms including Google, Meta, TikTok, and YouTube. It then maps the creative elements to real campaign KPIs, to determine what actually drives results.
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