Post by account_disabled on Dec 28, 2023 4:53:17 GMT -5
Creativity is a fundamental pillar in digital campaigns . In this sense, a Nielsen study indicates that effective creatives can lead to an increase of up to 47% in sales attributed to advertising. However, when measuring campaigns we do not pay adequate attention to the measurement of creative effectiveness itself. And most of the digital analytics effort is focused on inaccurate metrics such as CTR ( Click Through Rate ) and last interaction attribution (LTA) models or other economically very expensive ones such as A/B Tests. flashtalking , the world's leading independent digital advertising server, has conducted a study to evaluate the performance of creatives , understood as the propensity to influence conversions in proportion to the total impressions served. The study was carried out on more than 60 campaigns from 24 advertisers from sectors as varied as travel, telecommunications, gaming , mass consumption and energy. And for which more than 10,000 million impressions were served, with an average of 142M impressions per campaign.
To analyze the results and determine the effectiveness of each creative, flashtalking used a patented data technology ( Creative Analytics ) that uses Artificial Intelligence whose algorithms group data with the aim of Phone Number List taking into account the possible biases of the audience, as well as the features of the supports and multi-touch attribution. At the same time, it was established that a conversion was a purchase or the indication of a purchase intention. As, for example, it could be the configuration by a user of the features of a car after viewing a car advertisement. The analysis technology used results in a greater understanding of the impact of each creative for each ad served, as it takes into account its ability to influence consumer behavioral outcomes. And to do this, each creative is assigned a creative performance score or CPI (Creative Performance Index), which represents its relative effectiveness. After the analysis carried out , it has been proven that, on average, creatives that have a higher CPI performance impact up to seven times more than those that do not .
And, on the other hand, CTRs have been observed to be negatively correlated with the creative performance of impressions. In conclusion, it is noted that adequate measurement and optimization of creative performance achieves significant improvements in campaign results . And conversely , if an advertiser uses a creative performance metric that is not suitable for campaign optimization , it will serve more impressions than are actually working properly. In addition, it is evident that the effective measurement technology for creatives, Creative Analytics, allows advertisers to modify their strategy to serve those creatives that have the highest performance , thus helping advertisers optimize their investments in digital. Finally, the study highlights that establishing the right metrics on creative performance is only the first step. As advertisers need to implement processes that place optimizing creative performance at the forefront of their interests , elevating it to a priority so that it receives the same level of attention and analytical rigor that brands give to analytics. of audiences and media.
To analyze the results and determine the effectiveness of each creative, flashtalking used a patented data technology ( Creative Analytics ) that uses Artificial Intelligence whose algorithms group data with the aim of Phone Number List taking into account the possible biases of the audience, as well as the features of the supports and multi-touch attribution. At the same time, it was established that a conversion was a purchase or the indication of a purchase intention. As, for example, it could be the configuration by a user of the features of a car after viewing a car advertisement. The analysis technology used results in a greater understanding of the impact of each creative for each ad served, as it takes into account its ability to influence consumer behavioral outcomes. And to do this, each creative is assigned a creative performance score or CPI (Creative Performance Index), which represents its relative effectiveness. After the analysis carried out , it has been proven that, on average, creatives that have a higher CPI performance impact up to seven times more than those that do not .
And, on the other hand, CTRs have been observed to be negatively correlated with the creative performance of impressions. In conclusion, it is noted that adequate measurement and optimization of creative performance achieves significant improvements in campaign results . And conversely , if an advertiser uses a creative performance metric that is not suitable for campaign optimization , it will serve more impressions than are actually working properly. In addition, it is evident that the effective measurement technology for creatives, Creative Analytics, allows advertisers to modify their strategy to serve those creatives that have the highest performance , thus helping advertisers optimize their investments in digital. Finally, the study highlights that establishing the right metrics on creative performance is only the first step. As advertisers need to implement processes that place optimizing creative performance at the forefront of their interests , elevating it to a priority so that it receives the same level of attention and analytical rigor that brands give to analytics. of audiences and media.