Creative Scoring Model and Methodology

Predict your next winning creative before you spend a dollar.

We score every creative, image and video alike, across many dimensions, then turn those scores into a prediction of how your next creative will perform. Deterministic, reproducible and auditable, so the score holds up to scrutiny.

app.northwind.example/creative

Real product, anonymized

Creative intelligence scoring ad creatives for hooks and resonance

What we read

Every frame, read like a sharp reviewer.

A video is broken into moments and read in detail. A static is read in full. We measure the signals that move attention and outcomes, then weigh them into one clear, comparable score.

Emotional tone and intensityHook strength in the first secondsOn-screen text and supersCopy accuracy and clarityAudience resonance and fitPacing and lengthFormat and platform fitOffer and call to actionVisual compositionBrand and product salience
A representative slate of scored creatives
Synthetic user-generated ad creative scored 88 by the MLabs model, example 1Score 88
Synthetic user-generated ad creative scored 81 by the MLabs model, example 2Score 81
Synthetic user-generated ad creative scored 73 by the MLabs model, example 3Score 73
Synthetic user-generated ad creative scored 62 by the MLabs model, example 4Score 62
Synthetic user-generated ad creative scored 84 by the MLabs model, example 5Score 84
Synthetic user-generated ad creative scored 90 by the MLabs model, example 6Score 90

Synthetic creators shown for illustration. No real people, no real brands, no client creative.

How the scoring works

A deterministic score, not a vibe.

The same creative scored twice returns the same numbers, every time. That is what makes a score comparable across your whole library and defensible when someone asks why one creative beat another.

Reproducible

Score a creative today and next quarter and you get the same result, so trends are real.

Auditable

Every score traces to the signals behind it, so you can defend a call line by line.

Hard to game

Because the method is fixed and private, the score cannot be reverse-engineered or gamed.

We publish the shape of the method and the full breadth of what it measures. The exact model, the per-dimension weights and the prompts stay proprietary, the way any serious measurement system protects its core.

From scoring to prediction

Score the past, predict the next.

Because the model is deterministic, scores are comparable across your entire creative history. We learn the relationship between those scores and real outcomes on your account, then estimate how a new creative will perform before it goes live, so you brief the next winner instead of guessing.

Predict before you spend

Estimate the likely outcome of a new creative from its score, so budget follows the creatives most likely to win.

Catch issues pre-flight

Copy errors, weak hooks and format mismatches are flagged before a creative ships, not after it burns spend.

Close the loop

Tie every creative decision back to revenue, so the model keeps sharpening on your own results.

Serious, not a black box

You see the dimensions we read and the rigor behind the scoring. The model itself, the exact per-dimension weights and the prompts stay proprietary. That is deliberate: it is what keeps the score defensible and hard to game.

Creative scoring FAQ

Questions teams ask.

Do you score images as well as video?
Yes. Images are read in full and videos are broken into moments, then both are scored on the same dimensions for a like-for-like comparison.
Can it really predict a creative before it runs?
It estimates the likely outcome from the score, learned against real results on your account. It is a prediction to prioritize budget, not a guarantee.
Will you tell us the model and weights?
No. We share every dimension we read and the rigor behind it, but the model, the per-dimension weights and the prompts stay proprietary.

Start a pilot

Score your creative, live.

Book a demo, bring one image and one video, and watch the model read and score them in front of you.