SAN FRANCISCO– tvScientific by Pinterest, the performance TV advertising platform, today announced Creative Advisor, the industry’s new AI-powered creative optimization tool designed to help advertisers adjust their CTV creative for improved business outcomes and maximize the effectiveness of their media investment.
Creative Advisor analyzes millions of creative elements using proprietary AI models trained on years of real-world CTV performance data and outcome data2. The technology evaluates video ad elements, including messaging, audio, logo visibility, brand presence, and calls to action, then surfaces predictive recommendations designed to improve campaign performance and maximize the impact of every media dollar.
As Performance TV becomes an increasingly important channel for modern marketers3, creative remains one of the biggest drivers of campaign outcomes, yet one of the hardest to quantify before launch. Creative Advisor brings predictive intelligence to the creative process, helping advertisers evaluate and optimize new TV creative before media spend begins. Its recommendations can also be used to continuously refine and optimize existing ad creative, allowing advertisers to understand which creative decisions drive engagement, conversion, and business results.
“We’re excited to bring AI-powered optimization to TV ad creative,” said Jason Fairchild, CEO of tvScientific by Pinterest. “What makes Creative Advisor different is the data foundation behind it. The platform is powered by our proprietary creative intelligence dataset, built from tens of thousands of CTV creatives, millions of creative elements, and years of real-world performance signals. That allows us to identify which creative attributes are most likely to drive results and give advertisers actionable guidance rooted in proven outcomes, not assumptions. I predict this degree of element-level optimization, combined with advances in ML-based CTV optimization technologies, will more than double performance for TV advertisers in the foreseeable future.”
Creative Advisor assigns each video ad a predictive Creative Strength score and provides advertisers with a detailed assessment of creative effectiveness across key performance-driving signals. The platform is supported by a dedicated creative services team whose expert guidance helps advertisers translate creative insights into stronger-performing TV creative.
“Creative Advisor analyzed our existing creative and provided recommendations we could implement quickly. By making small changes to the visibility of our branding throughout the ad, we drove more site visits without rebuilding the entire spot,” said Anastasia Jenkin, Head of Affiliate and Creator Partnerships at HigherDOSE.
Early testing across multiple advertisers has demonstrated the predictive power of Creative Advisor, with brands seeing an average 13% improvement in campaign performance4 after optimizing creative based on the platform’s recommendations.
Creative Advisor is currently available by request through tvScientific, including hands-on implementation of creative optimization guidance from creative and performance teams.
The launch underscores tvScientific by Pinterest’s broader vision for Performance TV, combining advanced AI, real-world outcome measurement, and consumer engagement insights to help advertisers drive stronger business results across streaming environments.
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