Equativ launches AI-powered Creative Enhancements
April 7, 2026
Equativ, the independent media platform, has integrated its proprietary Creative Enhancements into Maestro by Equativ. Backed by behavioural, cognitive and media research, Equativ’s Enhancements has powered thousands of campaigns, delivering greater attention and performance for advertisers.
The behavioural shift is further underscored by a new Equativ study on video consumption, which indicates that 63 per cent of viewers do not actively pay attention to TV ads, while nearly 80 per cent use a second screen while watching television. These behaviours highlight the growing challenge for brands to capture attention in today’s fragmented viewing environment. Equativ’s Creative Enhancements are designed specifically to address this challenge.
Brands can now use dynamic features to enhance a single video asset, helping them stand out. These enhancements are available across various formats: in-stream/CTV, out-stream, and display—allowing advertisers to activate a wide range of creative options, including:
- Automatic Headlines and Dynamic Captions: Proven to boost message comprehension, showing a 56 per cent increase, especially considering that 66 per cent of individuals watch videos with their phone muted.
- Sports Ticker: Helping brands capture the attention of sports fans by dynamically displaying sports results within their CTV, video, or display ads. An eye-tracking study with TVision showed viewers are 14 per cent more likely to pay attention to a CTV commercial with the Sports Ticker and 19 per cent more likely to pay attention to the full commercial.
- Countdown: Enables a countdown timer on ads to boost consumer recall, making viewers 43 per cent more likely to remember the promotion’s start date.
- Shoppable overlays like Product Catalogue, QR Codes: Drive better ad recall from consumers with 12 per cent uplifts, respectively.
Creative Enhancements are available on Maestro by Equativ platform, enabling advertisers to create personalised ad experiences that resonate with audiences, drive stronger outcomes, and can be activated in Maestro with no fee.
“Today’s consumers are more distracted than ever, which means brands can no longer rely on static, one-size-fits-all creative,” commented Frank Maguire, SVP, Product Marketing, from Equativ. “In an AI-driven world, we have to remember that attention still needs to be earned by adapting ads to fit consumer behaviors, providing value to those consumers, and testing performance. Our creative enhancements are built to do all three, which ultimately leads to better advertiser outcomes”.
“Running ads with Creative Enhancements consistently drives stronger results without adding workload or extra costs compared to traditional media,” said Nick Morticelli, Strategic Partnerships Manager at Butler/Till. “Campaigns launch quickly and deliver highly tailored, high‑impact experiences without slowing our teams down. Equativ works with us as a true partner, producing customisable, premium media where every unit is built specifically for each client. This deeper collaboration lets us ideate, design, and activate proprietary formats crafted uniquely for our clients’ needs.”
“Equativ’s creative enhancements & inventory have seriously elevated our client’s advertising, driving stronger outcomes while keeping execution streamlined for our team – without additional cost,” added Jiwon Park, Business Manager, Flywheel, on behalf of Logitech, using countdown units across multiple campaigns in EMEA.
“Equativ’s creative enhancements have driven positive results for our team, boosting user engagement, all while being seamless, efficient, and straightforward from setup through execution,” the Kepler agency team unanimously stated.