Apertur — Focus what matters. Cut what doesn't.

The problem

Nearly half of creative never gets looked at.

Attention is the scarcest resource in marketing — yet most teams ship creative on gut feel, discovering performance issues only after media spend is gone.

56%

of ad impressions are never seen by consumers

Google Active View

25%

of digital creative is shown to the wrong audience, by advertisers' own admission

Marketing Charts, 2023

+29%

ROI lift if the right creative reached the right viewer every time

Advertiser survey, 2023

How it works

Four signals. One score.

Every creative gets analysed across four independent AI pipelines in parallel — then synthesised into a single, actionable report.

Attention heatmap

Neural eye-tracking

Predicts a heatmap of where viewers will look, trained on millions of real eye-tracking fixations.

Scanpath sequence

Peak detection + inhibition

Predicts viewing order — face first? headline? CTA? — so you know what viewers see in the first second of exposure.

Semantic understanding

AI creative read

Identifies brand, audience, offer, tone, and competitors — and reveals whitespace gaps competitors haven't exploited.

Creative verdict

Research-backed framework

Combines signals into 5 dimensions: Attention, Emotion, Cognitive Load, Memory, Decision — graded against 200+ research benchmarks.

What you see

Every creative gets an executive summary in seconds.

Brand, audience, market segment, emotional tone, competitors, key messages — extracted in one pass. Everything you need to brief the next round.

apertur.app / analysis · summary

Real Apertur output · Palace Skateboards campaign analysis

See it in action

Real outputs. Real depth.

Every section of every report is built around making creative decisions easier — from attention scoring through to whitespace identification, performance forecasting, and competitor benchmarking.

Attention & visibility

Will viewers actually see your headline, brand, and CTA?

Element-by-element visibility ratings with comparison to industry medians and direct competitors.

Pre-launch checklist

Objective-specific QA, auto-detected.

Every objective has its own checklist — Apertur checks what it can automatically and flags what needs manual review.

Performance forecast

Predicted CTR, CPM, and recall lift — before launch.

Channel-by-channel performance estimates anchored in published industry benchmarks. Know your expected percentile before you spend.

Competitor benchmark

Compare against the competitive set.

Upload competitor ads and Apertur ranks yours against them on attention probability.

Whitespace opportunities

Where competitors aren't looking.

Apertur identifies the gaps your category leaves open across four dimensions — so you know where to differentiate.

🎨

Creative convention

What the category usually does that you don't

UGC angles your competitors aren't using
Motion and video formats the category misses
Storytelling arcs versus single-moment ads

👥

Audience reach

Adjacent segments the ad could reach

Demographics with high purchase intent the creative ignores
Underserved cultural communities competitors overlook
Decision-makers your messaging fails to address

👁

Visual execution

Stylistic paths not taken

Palettes the category over-indexes on
Typography hierarchies that would lift conversion
Photography styles untouched by competitors

🚀

Emotional register

Tones the category doesn't own

Vulnerability in categories that default to bravado
Genuine humour where competitors play it safe
Quiet confidence where everyone else shouts

Who it's for

Three teams. One platform.

Whether you're shipping 50 ads a week or pitching the next campaign, Apertur adapts to how creative decisions get made.

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Performance marketing

IN-HOUSE · DTC & E-COMMERCE

Pain

Shipping 50+ ads a month with no quality gate before media spend.

Value

Cut creative waste by 30%. Stop bad ads before they ever launch.

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Creative agencies

INDEPENDENT SHOPS & NETWORKS

Pain

Defending creative decisions to sceptical clients without evidence.

Value

Present evidence-backed creative. Win more pitches. Charge more.

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Retailers & marketplaces

PLATFORMS WITH VENDOR ADS

Pain

Thousands of vendor-generated ads with no scalable quality assurance.

Value

Automated creative scoring at platform scale via API.

Early access

Be first to see your creative through Apertur.

We're onboarding pilot customers in private beta. Register your interest and we'll run your last five ads through the platform — live, in a 20-minute call.

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Pilot access

Unlimited analyses during the pilot. Direct line to the founding team.

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Custom calibration

We'll fine-tune the model on your own historical creative.

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Shape the roadmap

Early feedback directly influences what we build next.

✓

Thanks — you're on the list.

We'll be in touch within 48 hours to schedule your 20-minute pilot session.

No obligation. Pricing will be discussed individually with pilot customers.

The science

Built on peer-reviewed attention research.

Apertur's predictions draw on three decades of eye-tracking and attention science — not vibes.

Decades

Of published eye-tracking research underpinning our attention models.

Academic literature

Millions

Fixations

Real human eye-tracking data used to train our neural attention model.

Peer-reviewed datasets

200+

Papers

Published research integrated into our scoring framework.

Behavioural science

Dimensions

Attention · Emotion · Cognitive Load · Memory · Decision.

Each independently benchmarked