High-quality advertising creatives drive return on advertising spend (ROAS). However, conventional methods for predicting and measuring creative effectiveness are time-consuming, costly for brands, and offer limited insights. To understand this scenario in depth, a Forrester Opportunity Snapshot study, commissioned by Vidmob, a global leader in AI-based creative performance, presents leaders' perceptions of the importance of creative quality and measurement to maximize advertising effectiveness.
For this, 323 corporate leaders from companies were interviewed, responsible for making software and technology decisions to drive creative effectiveness. They are executives from the beverage, beauty, packaged consumer goods, financial services, pharmaceutical, and travel sectors.
Check out the main findings below:
- 71% of respondents argue that improving creative quality is key to driving brand growth.
- 63% agree that creativity is crucial for advertising effectiveness.
- 64% say improving creative effectiveness is one of their top business priorities in 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% say they can only measure creative effectiveness after the media flight.
- 70% of respondents say that AI-driven 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 run.
- 72% plan to use AI to understand whether an ad complies with platform-specific best practices before it runs.
- 58% of respondents say creating a center of excellence (CoE) is critical to the successful adoption of AI-driven creative testing and analytics 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 increase revenue.
"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.
For Vidmob's Head of Latam, Miguel Caeiro, it is essential that marketing professionals ensure their organizations are familiar with and equipped with AI-driven technologies. "By training the internal teams, we ensure that all advertising campaigns are strategically aligned with the company's objectives, maximizing the return on investment of the campaigns," he/she states. Generating the capacity to scale results through creative data is the transformation that Vidmob brought to the campaign ecosystem, ensuring managers a more effective decision-making process based on data derived from robust AI analyses and intensive machine learning processes.
