Black Friday: how to create powerful ads with AI?

Black Friday, which takes place on November 29, moves both physical commerce and social networks, and brands take advantage of the period to advertise ads with discounts on products and services. But how to identify a good ad for the date? The audience recognizes in seconds and interacts with it, on the other hand, for marketers a good ad is one that achieves good performance, especially when its performance boosts sales results and exceeds goals.

According to the survey conducted by Wake, in partnership with Opinion Box, 66% of Brazilians should buy on Black Friday this year; however, 23% of people are still undecided. Given the multitude of creative options on social networks, the challenge for brands is to understand the reasons that lead people to click on a specific ad and ignore others.

“Marketers know how to select audiences based on age, interests and location, as well as produce and test creatives.However, it has always been difficult to understand which elements of the winning creative influence their performance. Today, with AI and machine learning, it is possible to identify what works, what does not work and, most importantly, why”, says Miguel Caeiro, head Latam of Vidmob, a leading global AI-based creative performance platform, which uses data analytics to drive marketing results for big brands.

With the goal of improving campaign performance, Vidmob listed five tips for creating creative and efficient ads, expanding campaign results

1 ^Collapse all the data

Creating video concepts can be a time-consuming task. Instead, it is more effective to analyze campaign performance data to better understand audience response and make targeted adjustments to creatives.Gathering data from all social media platforms is crucial as results vary between them. This approach allows you to identify valuable insights that can be missed if professionals focus only on the individual performance of campaigns.

2 2 Compare the creative with best practices on platforms

Marketers invest efforts in every step of the creative process, from conception to execution, but often decisions are influenced by”.To objectively measure the effectiveness of ads you can use data from platforms such as Facebook and LinkedIn that offer free analytics and best practices for performance optimization.Following these practices can quickly improve the quality of ads.

3 'Connect the creatives with performance

Comparing ads with the best practices of each platform is just one of the steps. Marketers can eliminate more conjunctures by analyzing how individual creative elements influence consumer response. The “step 1” (collect data) can be used to relate creative elements (such as funds, product and people images, narratives and captions (to the performance of each platform's ad. Depending on the priority, professionals can map creative choices to metrics such as sales, conversions or even downloads. Enhancing the identification of creative choices, both high and low performance on each platform, leads teams to make faster and more assertive decisions.

4 Incorporate creative performance into your production process

Integrating data-driven creative insights into every step of the creation process can streamline decisions and facilitate collaboration between marketers and creatives.They can, for example, include insights such as video abandonment time or the elements that drive paid campaign engagement in briefings to help creative teams understand expectations. Another tip is to have a checklist that compares ads to specific advertised platform standards.It will help prevent errors and ensure good performance from the start of the campaign.

5 Add automation

The use of artificial intelligence not only speeds up the creative process, but also empowers marketers to achieve better results with a reduced budget. On the other hand, Generative AI has raised content quality in general. You need to use the right tools to excel in this sea of balance. AI-automated creative scoring enables the rapid adaptation of the same creative to different platforms, while providing professionals with the metrics and campaign management tools that unlock the “why” behind performance. 

“Understanding what is effectively adherent to the audience generates more results at all stages of the sales funnel. In addition, if on the one hand technology allows you to achieve above average results, on the other, it generates savings in the production of creatives, because it becomes more assertive”, explains Miguel Caeiro.