High-quality advertising creatives drive return on advertising spend (ROAS). However, conventional methods for predicting and measuring creative effectiveness are time-consuming, expensive for brands, and provide limited insights. To deeply understand this scenario, a Forrester Opportunity Snapshot study, commissioned by Vidmob, the global leader in AI-powered creative performance, presents leaders’ perspectives on the importance of creative quality and measurement to maximize advertising effectiveness.
For this purpose, 323 corporate leaders from companies responsible for making software and technology decisions to drive creative effectiveness were interviewed. They are executives from the beverage, beauty, packaged consumer goods, financial services, pharmaceutical, and travel industries.
See below the key findings:
- 71% of respondents argue that improving creative quality is essential to driving brand growth.
- 63% agree that creative is crucial for advertising effectiveness.
- 64% state that improving creative effectiveness is one of their top business priorities for the next 12 months.
- 76% of respondents point out that the lack of creative effectiveness and/or the difficulty in measuring it are the main challenges to improving the performance of their advertising campaigns.
- 45% say their current testing methods are time-consuming and/or expensive.
- 32% state they can only measure creative effectiveness after the media flight.
- 70% of respondents say AI-powered creative pre-testing and creative analysis can help them achieve their goals.
- 69% of respondents want to use AI to assign creative quality scores to their ads before they are displayed.
- 72% plan to use AI to determine if an ad complies with platform-specific best practices before it goes live.
- 58% of respondents say creating a Center of Excellence (CoE) is crucial for the successful adoption of AI-powered creative testing and analysis tools.
- 65% expect these tools to help improve creative quality.
- 64% of respondents expect these tools to help improve efficiency.
- 60% say they expect the tools to drive revenue growth.
“The research confirmed that a brand’s creative assets represent one of the most significant opportunities to improve marketing effectiveness, and creative data is the key to unlocking this opportunity,” says Alex Collmer, CEO of Vidmob. “The findings also revealed that advertising effectiveness is being undermined as leaders struggle with ineffective creatives.”
According to Vidmob’s Latam Head, Miguel Caeiro, it is essential for marketers to ensure their organizations are familiar with and enabled by AI-driven technologies. ‘By empowering internal teams, we ensure that all advertising campaigns are strategically aligned with the company’s objectives, maximizing campaign ROI,’ he states. ‘Building the capability to scale results through creative data is the transformation Vidmob has brought to the campaign ecosystem, ensuring managers make more effective decisions based on data derived from robust AI analysis and intensive machine learning processes.’
