SlideShare a Scribd company logo
Using AI for improving
performance and
design of ad creatives
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.
Objects in Creatives
● An ad creative can be dissected into 5
basic sub-elements:
β—‹ copy,
β—‹ product shot,
β—‹ background,
β—‹ logo and
β—‹ decorating artifacts
● How does the relative positioning of these
elements modify CTR?
Objects in Creatives
● Basic idea
β—‹ Find objects in creatives
β—‹ 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
Objects in Creatives
● Took data from 4 months of creatives
β—‹ ~61 000 creatives in all
β—‹ ~45 000 after removing duplicates
● Object detection using ImageAI with
resnet50 model trained on imagenet
● ~50% of creatives had no objects
detected
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])]]]
Objects in Creatives not placed uniformly
Person Object
Objects in Creatives not placed uniformly
Person Object
Objects in Creatives
● About half the creatives have no
detected objects
β—‹ ~27% have one detected object
β—‹ Maximum number of detected
objects in a single creative is 15
● Some correlation with number of objects
and CTR
Objects in Creatives
● Creatives can be broadly split into 2
classes based on aspect ratio
β—‹ Interstitial
β—‹ Banner
● Different behaviors with regard to CTR
and number of objects detected
● Model Interstitials and banners
separately
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
LightGBM modeling
Model for banner ads
● Most creatives have only 1 person
β—‹ or person paired with another object
● Split creative into 3 parts
β—‹ 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
Model for banner ads
Feature Importance for banner
Model for interstitial ads
● Most creatives have only 1 person
β—‹ or person paired with another object
● Split creative into 9 parts
β—‹ 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
Model for banner ads
Feature importance
Feature Interactions
Q&A

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Creative anthill inside

  • 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: β—‹ copy, β—‹ product shot, β—‹ background, β—‹ logo and β—‹ decorating artifacts ● How does the relative positioning of these elements modify CTR?
  • 4. Objects in Creatives ● Basic idea β—‹ Find objects in creatives β—‹ 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 β—‹ ~61 000 creatives in all β—‹ ~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 β—‹ ~27% have one detected object β—‹ 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 β—‹ Interstitial β—‹ 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
  • 13. Model for banner ads ● Most creatives have only 1 person β—‹ or person paired with another object ● Split creative into 3 parts β—‹ 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
  • 16. Model for interstitial ads ● Most creatives have only 1 person β—‹ or person paired with another object ● Split creative into 9 parts β—‹ 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
  • 20. Q&A