Understand the impact of your creatives
How they are perceived by consumers and the responses they generate
Context
Today, it is possible to know where a campaign was aired, how much was invested, and who — and how many people — it reached.
But there is still a critical gap: understanding how this content is perceived and what response it generates in people.
monIA brings to Brazil, exclusively, DAIVID’s technology — a UK-based company that transforms advertising campaigns into data on attention, emotion, memory, and action
What is DAIVID?
It is a global technology that analyzes advertising creatives — including video and static formats — and transforms them into data on:
▸ how the content is perceived by consumer
▸ the emotional responses it generates
▸ whether the brand will be recalled
▸ and the actions it is likely to drive
The technology is available via API, self-serve platform or supported by expert consultancy, enabling flexible integration across different workflows.
Already widely adopted across international markets, this technology is now offered in Brazil by monIA as a new layer of communication analysis.
How it works
The analysis combines:
▸ real human response data
▸ structural reading of creative content
A database built on millions of human responses and tens of thousands of tested creatives, continuously updated.
Based on this foundation, the model identifies how different elements of a creative influence how people perceive, remember, and respond to communication.
Creative analysis for video and image campaigns across multiple media
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DAIVID’s effectiveness model
DAIVID’s technology is based on a creative effectiveness model built on a meta-analysis of industry studies.
ATTENTION
the creative must capture attention
EMOTION
attention drives emotional response
MEMORY
emotion builds memory
ACTION
memory drives action
What makes DAIVID unique?
DAIVID stands out globally by integrating, in a single solution, analytical depth and scalability.
While other approaches analyze isolated parts of a creative, DAIVID connects multiple dimensions of analysis — enabling a complete and comparable view of creative performance.
[x] ATTENTION
(second by second)
[x] EMOTIONS WITH GRANULARITY
(39 variations, second by second)
[x] MEMORY
(brand recall or non-recall / competitor recall)
[x] BRAND METRICS
[x] AUDIENCE
[x] SCALABILITY
80%
consistency with campaign performance
Independent testing shows that DAIVID’s predictions consistently connect creative analysis to media and business performance.
With DAIVID, you validate whether your campaign is aligned with the expected outcome — and invest with greater clarity on what it can deliver.
From creation to live campaign: where DAIVID creates value.
What DAIVID analyzes
▸ attention levels throughout the creative, including the opening seconds and final moments
▸ emotional responses (across 39 classified emotions), including intensity and variation over time
▸ brand recall and association potential
▸ action intent, such as searching, purchasing, recommending, or sharing
▸ risks of negative response, such as confusion or rejection
Creative effectiveness score
Main positive emotions
Attention
(1st second)
Attention
( first 3 seconds)
Attention
( end of 3 seconds)
Where it is used
Creative pre-test
Anticipate how a creative is likely to perform before going live — and adjust decisions before media investment.
In-flight campaigns
Evaluate creatives already live and identify optimization opportunities based on consumer response.
Post-campaign evaluation
Understand how the creative performed in terms of perception, memory, and generated response.
Competitive analysis
Analyze market campaigns and understand how different approaches are being perceived.
This transforms creative analysis into a continuous capability, enabling:
▸ more informed decisions before launch
▸ structured comparison across campaigns
▸ consistent improvement in creative quality
When media data and consumer response converge, analysis evolves
With monIA, creative analysis is integrated with real media delivery data.
This enables:
▸ analyzing the creative within the media context
▸ connecting content, exposure, and consumer response
▸ understanding not only what was delivered, but how it was perceived — and what it is likely to generate
