Creator video ads platform Billo has unveiled its Creative Performance Engine, enabling brands to select content creators based on verified advertising performance metrics. The system combines creativity with performance data and AI to inform brand decisions in advertising.

“Instead of guessing which creator will win, you can make data-informed choices,” Donatas Smailys, CEO and co-founder of Billo, wrote in a LinkedIn post.

The new feature provides brands with creator-specific metrics, including return on ad spend (ROAS), hook rate, click-through rate (CTR), and call-to-action performance. Brands can benchmark each creator against industry medians and identify who drives success specifically on Meta platforms.

Image source: Billo

Billo’s launch coincides with Meta’s expansion of creator-focused advertising solutions, which include a feature that enables access to cultural insights for partnership campaigns and a creator marketplace discovery API to help businesses connect with creators at scale on Instagram.

These developments reflect an industry emphasis on data-driven creator partnerships, with Meta reporting Q1 2025 revenue of $42.3 billion, up 16% year-over-year, with Family of Apps ad revenue reaching $41.4 billion.

Planned AI-Driven Enhancements

Billo plans to expand the Creative Performance Engine’s capabilities in the near future. Upcoming features will recommend creators based on a brand’s advertising weak points, generate data-backed briefs designed to improve performance, and suggest high-impact variations to address performance gaps.

The launch comes amid Billo’s recent expansion into the UK, Canada, and Australia, extending beyond its U.S. origins. The platform reports facilitating over 200,000 videos across 22,000 brands with creator payouts exceeding $8.3 million.

Creator Economy Growth Context

The broader digital advertising market reached $258.6 billion in 2024, up 14.9% year-over-year, according to the Internet Advertising Bureau (IAB) and PwC. Social media advertising has shown a particularly strong recovery, growing 36.7% to $88.8 billion.

The IAB report notes the creator economy’s maturation as brands move from one-off influencer collaborations to long-term partnerships, while creators diversify beyond social media into various content formats.