Alli Creative Labs is a pre-launch creative testing tool for video ads. It scores each asset against 23 creative features and historical performance on the platform and KPI you choose, then tells you what to keep, what to add, and which variant to launch, before a dollar of media is spent.
Creative gets judged in a review room, then proven in market with live budget. Both take time, and only one of them tells you why.
Subjective review changes with whoever’s in the room, and the debate rarely ends with a clear edit.
Every losing variant in an A/B test is media spent to learn something you could have predicted.
By the time a test reaches significance, the next campaign is already in production.
Score video against Creative Scorecard features before launch, see what each cut is missing, and rank variations against each other.
Upload a video and Creative Labs checks it against the Creative Scorecard features, from the hook to the call to action. Every missing feature comes with the reasoning, so the edit is clear before you spend.
For your teamEditors know what to change while the edit is still open.
What is pre-launch creative testing?Logo detection shows when the brand appears across the length of the video. Creative Labs checks whether the first two seconds give viewers a reason to stay, and whether format, audio, and captions suit short-form mobile feeds.
For your teamBrand teams see whether branding lands early enough to register.
The scorecard shows which features are working across your creative and where the opportunity is, so the strongest variation stands out before media goes behind it.
For your teamMedia teams put budget behind the cut most likely to perform.
Weak assets get caught before they reach the auction, and the media goes behind stronger work.
Teams compare variants in hours, and skip weeks of live flighting to find the winner.
An asset built for YouTube can fall flat on TikTok. Teams check the fit before they repurpose.
Concepts and edits get pressure-tested before production costs climb.
Who uses it
Sharpen the edit with evidence.
Get specific, data-backed guidance on an edit, and defend creative choices with the scorecard behind them.
Back the right variant.
Know which variant to put budget behind before it goes live, and which assets fit each platform.
Bring scores into the review.
Ranked variants and scores keep client reviews focused on the work and what would make it stronger.
Spend less to learn.
Check that branding and product mentions land early, and reduce the share of media budget spent learning which creative works.
Creative Labs uses the same Creative Scorecard as Creative Insights, so what you test before launch is what you measure after, and the winner moves straight into production.
Each feature shows how often it’s used and how creatives with it perform on CTR, with a clear call to increase, reduce, or sustain it.
For your teamCreative choices come with evidence the whole team can read.
Explore Creative InsightsA winning concept moves into Creative Studio as an approved template, ready for versions across formats, markets, and languages.
For your teamThe cut that tested best is the one that ships at scale.
Explore Creative StudioCreative Labs takes a video from upload to a scored recommendation, benchmarked against historical creative that matches.
Add one asset, or several variants at once.
Choose the platform, like TikTok, YouTube, or Meta, the date range, and the KPI, such as CTR.
It detects objects, transcribes on-screen text and speech, and maps the asset to 23 features.
A weighted score shows how closely the asset matches patterns behind stronger performance.
Keep and add features, rank variants, and send the winner into Creative Studio.
The Creative Scorecard covers 23 creative features, each weighted by its relationship to performance on the platform and KPI you choose.
Benchmarks filter by platform, date range, and KPI, with platform-specific filters for TikTok, YouTube, and Meta. Bring a video to score
Review rooms and live A/B tests both have a place. Creative Labs adds a read on performance before any media is spent, and tells you what to change.
| Subjective creative review | In-market A/B testing | Alli Creative Labs | |
|---|---|---|---|
| When you learn | Before launch, from opinion | After launch, from live spend | Before launch, from historical performance |
| Cost of learning | Low, and unreliable | Paid for with media budget | No media spend required |
| What it tells you | What the room likes | Which ad won | Which features help or hurt, and what to change |
| Platform fit | Depends on who’s in the room | One platform per test | Filter by platform, date range, and KPI |
| Next step | Debate | Wait for significance | Specific keep and add recommendations |
Creative Labs shares its scorecard with the rest of Alli, so the creative loop runs on one set of features.
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Each of the 23 features is weighted by how it relates to results on the platform and KPI you select.
Creative Insights uses the same Creative Scorecard after launch, so pre-launch scores and live results line up.
Creative Labs gives a clearer performance signal. Taste, craft, and brand expertise still lead the decision.
The ideas behind Alli Creative Labs
How Creative Labs scores video, how it fits with in-market testing, and how teams use it.
Alli Creative Labs is a pre-launch creative testing tool for video ads. It analyzes each asset against 23 creative features and historical performance, filtered by platform, date range, and KPI, then produces a Creative Score and specific recommendations on what to keep and add. Teams use it to improve and rank assets before media is spent.
A Creative Score is a weighted score showing how closely a video asset matches the creative patterns that have driven stronger performance for the platform and KPI you’ve selected. It’s based on 23 creative features. A low score comes with specific recommendations, so the team knows exactly what to change.
The Creative Scorecard evaluates features across branding, brand and product mentions, calls to action, pacing, talent presence, and visual hooks. Examples include brand visuals in the first five seconds, brand mentions in speech, product mentions in on-screen text, and calls to action in text and speech. Each one is weighted by its relationship to performance.
Creative Labs applies platform-specific filters for TikTok, YouTube, and Meta, so an asset is compared with creative that ran on the platform where it will run. That also makes it useful for checking whether an asset built for one platform will translate to another before you repurpose it.
A/B testing compares ads after launch, using live media budget, and takes time to reach a clear result. Creative Labs evaluates assets before launch, using historical performance, so you can improve weak assets and rank variants without spending media to learn. Many teams use Creative Labs to choose what’s worth testing in market.
Creative Labs works before launch. It scores video assets against historical performance and recommends changes. Creative Insights works after launch. It connects creative attributes to real audience and media results and flags fatigue. Together they form one loop: test before launch, learn in flight, and feed what you learn into the next brief.
Creative Labs is built to score finished and near-finished video files, including rough cuts and edits in progress. Teams also use it to pressure-test early directions before production costs rise, and to review live assets that are underperforming to find which features may be holding them back.
Start with your next video launch that has more than one cut. Upload the variants, set the platform and KPI, and compare the scores and recommendations. Seeing which features separate the strongest version from the rest is usually enough to change how the team briefs the next one.
Book an intro and bring a video you’re about to launch. We’ll score it live and show you what to keep, what to add, and which cut to run.