Brand Playbooks: Make Every Ad Drive More Sales

Video creators and AI now generate thousands of creative variations in seconds, flooding campaigns with endless content possibilities. Marketers risk losing ROI and agency—the ability to direct creative purposefully, not just react to machine output.  

According to Nielsen, creative quality drives half (47%) of sales outcomes, far more than media, targeting, or reach. In an AI-dominated and video-creator world, creative intelligence becomes the most powerful way for marketers to command and maximize every dollar of paid media. 

That’s why we’re introducing Brand Playbook.  

Brand Playbook closes the feedback loop between human creativity and automation. Advertisers using Realeyes for always-on ad scoring can measure and select their top-performing creatives in real time—then use Brand Playbook periodically to extract learning, evolve brand briefs, and train both teams and AI systems toward higher effectiveness. Brand briefs link directly to quantifiable sales lift opportunities!  

This continuous learning cycle—measure, learn, improve, repeat—keeps brands agentic even as creative production automates. Many advertisers achieve up to 30% campaign performance lift through this method. 

What’s in a Brand Playbook? 

Brand Playbook evaluates 100s to 1000s of ads in a brand’s portfolio using advanced content coding and feature extraction, surfacing the “golden creative rules” that drive and deter ad performance. 

Each Playbook distills millions of data points into clarity, surfacing the three most critical creative actions to improve your brand’s performance. It’s the intelligence layer that gives brands agency over large creative pipelines and go beyond generic platform best practices. The era of cumbersome research PowerPoint decks is over. 

Brand Playbook helps marketers answer the most important creative questions: 

• Which ads are worth scaling, fixing, or retiring? 

• What creative choices truly move the needle with our target audiences? 
• How can we brief better, create smarter, and grow faster? 

Diagnose. Prioritize. Improve.

Every Brand Playbook delivers a performance distribution across your ad portfolio, instantly showing which ads should be dropped, refined, or flighted to ensure your media investment works its hardest. 

It also generates Creative Driver Association Maps, revealing the relative contribution of key creative dimensions like branding elements, characters, production styles, tone, and genre.

These maps help marketing leaders stay purposeful amid scale and automation—transforming a flood of high-volume content into structured creative intelligence that guides what should be amplified, evolved, or retired. The maps provide CMOs with a visual understanding of the DNA of creative effectiveness within their own brand. 

Tailored to Your Brand’s Audience, Platform and KPIs 

Every Brand Playbook is customized to your brand’s goals, audiences, and media platforms. Whether you’re a CPG marketer optimizing video-creator content across YouTube Shorts, Instagram, and TikTok—or a global advertiser analyzing TV and CTV campaigns—Brand Playbook adapts to your target audience and KPI, from brand lift to attentional and emotion response, and sales. 

Hard ROI-Based Creative Metrics 

At the core of Brand Playbook is Realeyes’s Attention Potential metric —comprised of modeled human response data, trained on over 18 million fully-consented human observations across every major platform in 90 countries. 

Attention Potential predicts attentional and emotional response and has been independently validated to forecast sales growth, ROI, and CPM efficiency. It scales instantly, evaluating tens of thousands of creative assets in minutes. (See our business-growth case studies with Mars and AXA.) 

Attention Potential is the data backbone that keeps creative optimization both human-guided and scalable. And It is more effective at linking to real business outcomes and growth than media metrics and proxies like video view through rates (VTR) or social likes. 

Competitive Benchmarking 

Brand Playbooks can also be applied to competitor portfolios, to identify distinctive strengths, weaknesses, and whitespace opportunities. This comparative intelligence enables brands to position more effectively and gain creative advantage.  

Fast Turnaround, Easy Integration 

Once your creative portfolio, audience, and KPIs are defined, Brand Playbook can be delivered quickly – typically a few days. Playbook credits are included with Realeyes data subscriptions, with optional add-ons for additional brand or competitor analyses. 

The Realeyes Creative Intelligence system is available directly to advertisers and agencies—or as a white-labeled technology integration for Digital Asset Management Platforms, DSPs and measurement systems like MMM.  

Realeyes also is available within the Nielsen ONE Outcomes Marketplace, and within Nielsen’s Campaign Analytics Suite. 

Time to Unlock Your Creative Potential 

As video creators and AI multiply the speed and scale of content creation, the brands that thrive will be the ones that stay agentic and make every ad accountable for growth and ROI. Brand Playbook is built for that world: where creative decisions are made faster, smarter, and with humanity and business outcomes at the center.