Use of AI in improving Creative Design

1. Using AI for improving
performance and
design of ad creatives

2. Creatives comes in various dimensions, colors, and styles. A Creative is the only aspect that the user sees and interacts with.
CTA button
CTA Text
Creative color
CTA color
Objects/blobs
There are some aspects of the creatives that strike well to the users and some that are just bad
visual elements. Having a good idea about what elements of the creative can improve user
interaction.
GOALS
● To study all the aspects (let’s call
them elements) of the creatives
and derive
insights/recommendations about
how to use it to improve our
performance, or to not use that
element at all.
● Finally, provide all the learnings
as a recommendation system to
design better performing
creatives.

3. Objects in Creatives
● An ad creative can be dissected into 5
basic sub-elements:
○ copy,
○ product shot,
○ background,
○ logo and
○ decorating artifacts
● How does the relative positioning of these
elements modify CTR?

4. Objects in Creatives
● Basic idea
○ Find objects in creatives
○ find a model for CTR given the
number, position and type of object
● Take creatives and their performance
from InMobi network
● Apply ML to see what we can learn

5. Objects in Creatives
● Took data from 4 months of creatives
○ ~61 000 creatives in all
○ ~45 000 after removing duplicates
● Object detection using ImageAI with
resnet50 model trained on imagenet
● ~50% of creatives had no objects
detected

6. Objects in Creatives
● Top categories detected
person 58.9%
cell phone 8.4%
car 2.4%
remote 1.8%
[['person', 97.04405069351196, array([ 828, 700, 1344,
1881])],
['person', 86.08810901641846, array([1096, 540, 1530,
1886])],
['person', 93.5545802116394, array([ 15, 609, 675, 1901])]]]

7. Objects in Creatives not placed uniformly
Person Object

8. Objects in Creatives not placed uniformly
Person Object

9. Objects in Creatives
● About half the creatives have no
detected objects
○ ~27% have one detected object
○ Maximum number of detected
objects in a single creative is 15
● Some correlation with number of objects
and CTR

10. Objects in Creatives
● Creatives can be broadly split into 2
classes based on aspect ratio
○ Interstitial
○ Banner
● Different behaviors with regard to CTR
and number of objects detected
● Model Interstitials and banners
separately

11. Objects in Creatives
● CTR of creatives is influenced by the size
of the creative
● Number of rendered creatives is strongly
influenced by the size of the creative

12. LightGBM modeling

13. Model for banner ads
● Most creatives have only 1 person
○ or person paired with another object
● Split creative into 3 parts
○ left, middle, and right
● Create a 7 d vector with number of
persons and non-person objects in each
part along with total number of objects
● CTR as target

14. Model for banner ads

15. Feature Importance for banner

16. Model for interstitial ads
● Most creatives have only 1 person
○ or person paired with another object
● Split creative into 9 parts
○ left, middle, and right paired with top,
middle, and bottom
● Create a 19 d vector with number of
persons and non-person objects in each
segment along with total number of
objects
● CTR as target

17. Model for banner ads

18. Feature importance

19. Feature Interactions

20. Q&A