Mars
AI scoring of creative quality plugged into media production
Mars deployed with CreativeX an AI scoring of creative quality across 50 brands and 65 markets; across 30 TikTok campaigns in 2023-2024, high-scoring assets delivered about 33% more NSV ROI.
Key points
- AI scoring of the creative quality of ad assets, plugged into media production.
- CreativeX platform (Creative Quality Score, vision), EssenceMediaCom agency.
- About +33% NSV ROI on TikTok for high-scoring assets, 50 brands and 65 markets.
- Evidence B, mixed-signals status: latest quantified evidence from 2023-2024.
Objective
Enforce creative quality standards across dozens of brands and markets, so that the media budget works harder rather than funding poorly calibrated assets.
The deployment
Mars and its agency EssenceMediaCom relied on CreativeX to deploy a creative excellence program across 50 brands and 65 markets, over five years. CreativeX scores each asset with a Creative Quality Score, plugged into the group's content production ecosystem (platforms, agencies, media partners, measurement teams). The AI checks whether assets follow the platforms' creative rules (framing, logo, duration, subtitles, etc.). Across 30 Mars campaigns measured on TikTok between 2023 and 2024, the assets that followed four or more creative rules, and showed a high quality score, outperformed: about 33 percent more NSV ROI on TikTok. The program is presented as generating media savings in the millions. This is an optimization case, not generation: the AI does not write the creative, it scores it and steers the budget toward what works.
Results Proof B
Quantified case study from the measurement partner (CreativeX / Circana) naming Mars; interested source, hence B and not A, but quantified and multi-market.
How it works
Documented architectureThe stack in detail
- plateforme CreativeX creative analytics platform that scores each asset via computer vision (Creative Quality Score) and checks creative rules by platform (framing, logo, duration, subtitles)
- infra Connecteurs regies media the scoring plugs into the production ecosystem and the platforms (TikTok, paid social, display) to read assets and performance
- integrateur EssenceMediaCom media agency, co-piloting the creative excellence program across 50 brands and 65 markets
- outil Circana partner measuring the link between creative score and sales ROI (NSV)
How it runs, concretely
For ops teams-
1Asset ingestion media team / agency
The creatives pass through CreativeX, plugged into the platforms, agencies and media partners.
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2Automatic scoring AI (CreativeX)
The AI assigns a Creative Quality Score and checks compliance with creative rules by platform.
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3Correction and arbitration brand / media teams
Weak assets are corrected or deprioritized; the budget concentrates on high-scoring creatives.
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4Impact measurement measurement team / Circana
Tracking of NSV ROI and cost per completed view to loop back on creative quality.
The Creative Quality Score and compliance with the platforms' creative guidelines. Without an asset feed connected to the platform, the scoring has nothing to measure and the program stops.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- centralized creative asset feed
- access to media performance by platform
Org prerequisites
- creative standards shared across brands and agencies
- media governance able to enforce the fixes
Possible stack
- creative analytics platform (CreativeX or equivalent)
- connection to media platforms
The plan, step by step
- Step 1Centralize the asset feed of a pilot platform (for example TikTok) and connect it to the scoringDeliverable: Assets from a first batch of campaigns ingested into the platform
- Step 2Encode the creative rules to check by platform, aligned across brands and agenciesDeliverable: Shared and configured guidelines reference set
- Step 3Score the campaign stock and read the gaps by brandDeliverable: Creative Quality Score baseline by brand and by platform
- Step 4Correct or deprioritize weak assets and concentrate the budget on high scoresDeliverable: Campaigns relaunched with a compliant asset mix
- Step 5Measure the score/performance link (NSV ROI, cost per completed view) to decide on expansionDeliverable: Quantified read that justifies or not the multi-market rollout
First step: Connect the assets of one platform (e.g. TikTok) to the creative scoring and compare the performance of high- vs low-scoring assets.
The same pattern, proven in other industries
adidas
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Allwyn
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Best Choice Products
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Sources
- S1 See How Mars' AI-Led Digital Strategy is Leveling Up Creative Quality Secondary archive pending
- S2 How Mars scaled a creative excellence program across 50 brands and 65 markets Interested party archive pending
An error, newer info, a source?
This page lives on its accuracy. If a figure has moved, if the deployment has changed, or if you have a higher-quality source, tell us. Every sourced correction is verified before publication.