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overview

Creative analytics that shows what makes your ads perform

Nepa Creative AI Analytics is a creative effectiveness service that links the features of your digital ads to their actual performance. It extracts hundreds of creative, visual, audio and contextual features from your assets across TikTok, Meta, Snapchat and YouTube, identifies which ones drive results such as a lower cost per acquisition (CPA), and turns the findings into a creative playbook your team can act on. It is built to make creative performance repeatable — not accidental.

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what is it?

What is creative analytics?

Creative analytics is the practice of measuring which elements of an ad — the hook, format, length, on-screen text, branding, people, music and platform cues — are linked to how that ad performs. Instead of judging creative on opinion or surface engagement, it connects specific, observable creative features to outcomes such as cost per acquisition, view-through and conversion.

Most creative reporting stops at “this ad performed well.” It rarely explains why, or what to do next. Nepa Creative AI Analytics is built to answer both: which mechanisms drive performance, and how to produce more of them.

what it does

What Nepa Creative AI Analytics does

Nepa Creative AI Analytics does four things: it builds a structured inventory of the features in your creative, extracts them reliably at scale, tests them against real performance data to find what drives results, and packages the findings into a creative playbook with scored recommendations. It then re-scores new creative each quarter, so you can see whether performance is improving.

Feature inventory

Every asset is broken down across creative, visual, audio and contextual dimensions — from video length, framerate and scene count, to visual style and contrast, spoken and written hooks, calls to action, branding and logo presence, people and emotions, and platform-native cues such as trending audio.

Performance linkage

Extracted features are tested against performance metrics — typically cost per acquisition — to identify which creative mechanisms meaningfully drive results, and which add cost without effect. This is the difference between knowing an ad worked and knowing what made it work.

Creative playbook

Findings become a practical playbook: the features and combinations that drive performance for your brand, on each platform, with clear guidance your creative and agency teams can produce against.

Scoring over time

Every new creative is scored against the model, and CPA development is tracked over time, so you can see whether new work follows best practice and whether performance is moving in the right direction.

how it´s different

How is Nepa Creative AI Analytics different?

Nepa Creative AI Analytics differs from standard creative reporting in four ways: it extracts hundreds of features reliably at scale rather than scoring a handful of ads by hand; it links those features to real business performance such as CPA rather than engagement vanity metrics; it runs as a continuous baseline-and-refresh process rather than a one-off study; and it connects to Nepa’s brand tracking, campaign evaluation and Marketing Mix Modelling so creative sits inside one measurement system.

Feature extraction at scale

A structured, AI-assisted process extracts features across every asset, with a feasibility step that keeps only the features that can be measured reliably at scale. Analysis stays consistent across hundreds or thousands of creatives, not just a hand-picked few.

Tied to real performance

The model is built around the metrics that matter commercially — cost per acquisition first among them — so recommendations are grounded in business outcomes, not clicks and likes.

A battle-tested, continuous process

Creative AI Analytics begins with a baseline deep dive to build the model and quantify impact, then refreshes quarterly to track best-practice adoption, spot new trends and keep the playbook current as platforms and audiences change.

One system for every marketing decision

Creative analytics connects with Nepa’s Brand Tracking, Campaign Evaluation and Marketing Mix Modelling. Short-term creative performance, brand effects and media-investment returns can be read together, so creative decisions are informed by their effect on the brand and the business — not just the click.

how it works

How it works – process

Selecting the right features

1 Input sources

2 Consolidation

3 Feasibility

4 Performance link

Baseline measurement

A one-off deep dive on your past creatives to build the model, define best practices and quantify impact. Typically a four-to-six-week process covering set-up, ingestion of creatives and performance data, feature extraction and modelling, and delivery of the analysis, creative playbook and business case in a working session with your team.

Continuous measurement

Each quarter, data and creatives are refreshed, models are re-run on new assets, and the report and guidance are updated with scores, rankings and best practices — delivered in short, steering-style readouts. The cycle runs in four stages: Assess -> Adopt -> Measure -> Refine.

Criteria

What you need for reliable analysis

Analysis quality depends on how many creatives are available to learn from. Fewer than 50 is not recommended; 50–100 reveals overall patterns with limits; 100–250 supports most feature-level analysis; and 250+ is the ideal state. Supported platforms include TikTok, Meta, Snapchat and YouTube, with feature selection customised to each platform and brand.

How to use it

What you can decide with it

Which creative features and formats to brief and produce more of

Where creative budget is being spent on elements that add cost without effect

How to set platform-specific creative guidelines for your team and agencies

Whether new creative is following best practice — and whether CPA is improving

How creative performance connects to brand and media effects across the wider mix

CASE

Wolt on TikTok

Nepa used Creative AI Analytics to analyse the creative behind Wolt’s TikTok advertising — one of TikTok’s most advanced advertisers in Europe, running thousands of always-on campaigns across more than 25 markets. The analysis identified a potential CPA reduction of more than 40% when best-practice creative guidelines are consistently followed, with over 60% difference in CPA between the top and bottom 10% of creatives.

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Criteria

What it means for marketing leaders

Most teams produce far more creative than they can learn from. Performance is read at the campaign level, but the creative decisions — hook, format, length, branding — are still made on instinct and repeated without evidence. Creative analytics changes that: it turns every asset into data, finds the mechanisms that move CPA, and gives your team a playbook to repeat them. The question shifts from “did this ad work?” to “what makes our ads work — and are we doing more of it?”

FAQ

Quick answers to questions you might have

Creative analytics measures which features of an ad — hook, format, length, on-screen text, branding, people, music and platform cues — are linked to performance, connecting observable creative elements to outcomes such as cost per acquisition.

TikTok, Meta, Snapchat and YouTube, with feature selection customised to each platform.

Primarily cost per acquisition (CPA), with other platform metrics where relevant.

 At least 50 to see overall patterns; 100–250 for most feature-level analysis; 250+ is ideal. Fewer than 50 is not recommended.

Typically four to six weeks from kick-off to delivery of the analysis, playbook and business case.

Both. It can run as a stand-alone baseline project or as a quarterly programme that refreshes the model and playbook.

Your team or agency. Nepa builds the model, scores the work and guides what to produce; production stays with you.

Platform reporting tells you which ads performed. Creative AI Analytics tells you which features made them perform — across platforms, at scale, and linked to CPA.

Pricing depends on platforms, creative volume and whether you run a one-off baseline or an ongoing programme. Talk to us for a scoped proposal. 

Stop guessing what makes creative work.

Explore how Nepa Creative AI Analytics turns your ads into a CPA-reducing playbook.

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