DVJ Insights named finalist in AMMA Awards 2026

DVJ Insights has been named a finalist in the AMMA Awards (Best Use of Data & Technology), together with a.s.r. and TheMerge. The nomination recognises an innovative approach to making creative development more data-driven through the use of AI.

In many organisations, media decisions have long been guided by data. Creative decisions, however, are still often based on intuition and discussion. This case shows how AI can change that.

Together with a.s.r. and TheMerge, DVJ Insights introduced Cognitive Demand: an AI-driven metric that predicts, second by second, how much mental effort a video requires from viewers. This makes it possible to understand not just whether a commercial works, but why, and how to improve it.

By combining AI analysis with behavioural, survey, and media data, the approach was validated across more than 450 commercials. The results show a clear relationship between cognitive load and campaign performance, with an optimal range that maximises attention and processing.

The methodology is now embedded in the creative process, allowing teams to move from subjective discussions to data-informed decisions. Instead of asking whether a commercial feels “too busy”, teams can now identify exactly where and why cognitive pressure increases.

This has led to a measurable impact. Optimised creatives achieved significantly higher view-through rates and contributed to increases in brand awareness, consideration, and advertising awareness.

The nomination highlights how data and technology can add value in an area traditionally driven by intuition: creativity. By making creative decisions more measurable and actionable, DVJ Insights continues to help brands drive more effective and sustainable growth.