Segwise unveils AI-powered creative analytics tool

Segwise has introduced a creative analytics and insights tool for mobile game and app publishers to help them assess the performance of their ad creatives. Segwise is an AI-powered user acquisition platform.

The new tool uses multimodal AI to let clients know exactly how different elements of their ad creatives—such as backgrounds, calls-to-action, characters, and emotional hooks—drive creative performance. This data can help them optimise their creatives and improve return on ad spend (ROAS).

Carol Miu, ex-CEO of PeopleFun Games, who recently joined Segwise as an advisor, said, “As the scale of UA grows for a publisher, better monitoring on campaign performance and granular creative analytics can lead to millions of dollars of savings in ad spend. Segwise is building a platform of AI agents to help UA teams do this easily and improve ROAS.”

The creative analytics and insights tool automatically tags creative components across different formats including videos and playables, eliminating human error and improving speed. It can also carry out custom tagging to monitor unique creative features.

Aggregating data from various ad networks the system dashboard shows trends from different regions and platforms. Detecting creative combinations driving performance, the tool also highlights the ones that bring down effectiveness. The system tracks signs of creative fatigue, allowing publishers to modify their campaigns immediately.

By streamlining collection of data and evaluation of campaign performance, the tool aims to minimise the challenges faced by publishers who manage hundreds of creatives across diverse networks.

The creative analytics and insights tool is second such AI tool launched by Segwise. Earlier, it introduced an AI-led campaign monitoring and alerting tool. Recognised on Product Hunt as top marketing product in Q4 last year, it is meant to retrieve and analyse data from mobile measurement partners. Going forward, Segwise plans to launch new AI powered tools in 2025.

“In the very near future, AI agents will play a critical role making all UA teams more effective. Based on our learnings of running UA campaigns ourselves, we built a platform of agents that would automate the grunt work so that UA teams can focus on the strategic decisions that drive ROAS,” said Brijesh Bharadwaj, co-founder and CEO, Segwise.