Monks has launched Creative Intelligence in Asia-Pacific, an AI-powered capability within its Monks.Flow marketing system designed to analyze creative asset performance at a granular level.
The tool processes video and static assets, segments them into individual clips, and generates metadata across a range of attributes. By connecting that metadata to media performance metrics, the system aims to identify which specific creative elements drive engagement.
Monks cites Nielsen and the IAB research showing that creative contributes an average of 47% of sales impact across TV and digital, outperforming platform targeting and reach.
Monks says the approach has been tested in live pilots. For a telecom client, expansive shots used to visualize network reach outperformed close-up shots by 61%. For another client, leading with storytelling rather than price in 30-second online video drove 52% stronger performance. In a third case, “Online Store” messaging drove at least 50% higher engagement compared to generic “Website” messaging across all tactics.
We are moving from simply knowing an ad performed well to understanding that a specific moment like a 0:04-second clip of a red car drove the conversion.
“Creative is the new targeting, and time is the only currency that matters,” said Jakub Otrzasek, SVP of Data at Monks APAC.
“For years, we optimized audiences to the finest detail while treating creative as a static unit. Creative Intelligence changes that by isolating the specific elements – whether a joyful expression, a product close-up, or a background track that resonates with different audiences. We are moving from simply knowing an ad performed well to understanding that a specific moment like a 0:04-second clip of a red car, drove the conversion. With AI, we can now scale those insights into production instantly.”
The solution is designed to integrate performance insights directly into the Monks.Flow production loop, allowing AI agents to refine briefs, generate visuals, and automate localized adaptation.
“Creative Intelligence represents a critical advancement in the measurement ecosystem, complementing MMM, attribution modeling, and incrementality experiments,” said Brett Camilleri, VP of Measurement at Monks APAC.
“It enables a stronger connection between creative-level drivers and measurement models, allowing us to quantify the long-term impact of advertising on brand equity and overall marketing effectiveness, while identifying which elements of creative execution drive ROI.”
