Using AI to measure ad creativity at scale: how ad distinctiveness and consistency affect ad effectiveness

Blog by Xiongkai Tan – PhD student at the University of Groningen

Creativity Crisis

Research indicates that the impact of advertising is declining over time (Sethuraman et al. 2011). This trend, thought to be due to diminishing creativity in advertising, is concerning for advertisers. In recent years, the creativity of ads has been overshadowed by technology-driven trends. This shift has led advertisers to prioritise metrics such as click-through rates and immediate sales results, pushing brands to focus on “what works” and over-optimize the same ad formats (Roach 2019). Ads cannot stand out due to high ad clutter and low distinctiveness (Ha 2017). At the same time, brands also face a trade-off between distinctiveness and consistency, as straying too far can confuse consumers or dilute brand identity.

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