Brianna White

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Jul 30, 2019
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In marketing, 'creative impact' was once too subjective to measure. But with modern AI solutions, creative efforts can now be effectively analyzed. As part of The Drum's Creativity in Focus Deep Dive, Meta's Maria Pavlova (marketing science partner), Karen Chui (creative partner manager, EMEA) and Safia Dawood (marketing science partner) look at how AI tools can help marketing professionals develop more effective advertising strategies through creative effectiveness insights.
Data-driven optimization is widely adopted in digital advertising. Today’s marketing professionals have perfected audience profiles and campaign logistics. Yet, the uncomfortable truth is that creative effectiveness is often overlooked despite being the most important campaign element. Creative quality accounts for 70% of an ad’s success, eclipsing procedural elements like flighting or platform choice.
Audiences want to be dazzled and amazed, so it’s important to offer them exciting content. Unfortunately, only 60% of advertisers measure creative effectiveness. Of those, the majority collect feedback using post-campaign focus groups or surveys, making the data somewhat unreliable.
At first glance, ‘creative effectiveness’ appears too subjective to measure. However, today’s AI (artificial intelligence) solutions can effectively analyze your creative impact and are becoming increasingly accessible to marketers.
Solutions from Meta are optimizing campaigns’ creative prowess and advancing AI-enabled creative workflows. Read on to learn how, and discover case studies on brands that gained sales using creative effectiveness insights.
Continue reading: https://www.thedrum.com/opinion/2022/06/01/how-artificial-intelligence-helping-measure-creative-effectiveness-marketing
 

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