Innocean Develops World's First 'Advertising Creative Data Platform'
Birth of 'Inno Creative'
Integration of AI and Machine Learning Technologies
[Asia Economy Reporter Minyoung Cha] The world's first advertising creative data platform has been launched.
Innocean Worldwide announced on the 2nd that it has independently developed 'Inno Creative,' the world's first creative data platform in the advertising industry. It can digitize past advertising videos and predict future advertising effectiveness based on that data.
Developed by the Data Command Center, Innocean's dedicated big data analysis team, Inno Creative innovates the creative process?previously considered a matter of intuition?by applying data technology, thereby digitizing advertising creativity itself. In fact, from 2015 to 2020, it has built data on over 30,000 TV and digital video advertisements, including ▲video data ▲metadata ▲consumer responses. It is designed for continuous updates and global expansion going forward.
Furthermore, by utilizing the latest artificial intelligence (AI) and machine learning technologies that convert images and audio within advertising videos into text data, it can analyze advertisements and predict their effectiveness. It can conduct in-depth analysis of detailed elements such as ▲appeal types ▲advertising models ▲advertising materials ▲advertising backgrounds. For example, it allows competitive analysis, time series analysis, and influence analysis of all brands and models by car category within the automobile sector through various analytical modules.
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Lee Sujin, head of Innocean's Data Command Team, said, “Inno Creative is the industry's first attempt developed under the ambitious goal of turning creativity?the core competency of advertising agencies?into a data asset despite the abundance of data.” He added, “Inno Creative, which is the result of fundamental consideration of how data can contribute to creativity, was developed to enhance the intrinsic effectiveness of advertising, so it is expected to improve the company's competitiveness.”
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