72% of marketing leaders plan to use AI to create more assertive ads, study reveals

High-quality advertising creatives drive return on investment in advertising (ROAS). However, conventional methods for predicting and measuring creative effectiveness are time-consuming, expensive for brands and offer limited insights.To understand this scenario in depth, a study by Forrester Opportunity Snapshot, commissioned by Vidmob, a leading global AI-based creative performance platform, brings leaders insight into the importance of quality and creative measurement to maximize advertising effectiveness.

To do so, 323 corporate leaders from companies responsible for making software and technology decisions to drive creative effectiveness were interviewed.These are executives from the beverage, beauty, consumer packaged goods, financial services, pharmaceutical and travel sectors.

Check out the main findings below:

• 71% of respondents argue that improving creative quality is critical to driving brand growth.
• 63% agree that creative is crucial to the effectiveness of advertising. 
• 64% states that improving creative effectiveness is one of their top business priorities over 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 improve the performance of their advertising campaigns.
• 45% say their current testing methods are time-consuming and/or expensive.
• 32% claim they can only measure creative effectiveness after media flight.
• 70% of respondents say creative pre-testing and creative analytics driven by Artificial Intelligence (AI) can help achieve their goals.
• 69% of respondents want to use AI to assign creative quality scores to their ads before they are shown.
• 72% plans to use AI to understand if an ad complies with platform-specific best practices before it is served.
• 58% of respondents say that creating a center of excellence (CoE) is critical to the successful adoption of creative AI-driven testing and analytics tools.
• 65% hope that these tools will help improve creative quality.
• 64% of respondents expect these tools to help improve efficiency. 
• 60% says they expect the tools to bring increased revenue.

“A survey 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 further revealed that advertising effectiveness is being undermined as leaders struggle with ineffective creatives

For Vidmob Head Latam, Miguel Caeiro, it is essential that marketers ensure that their organizations are familiar and enabled with AI-driven technologies.“ By empowering internal teams, we ensure that all advertising campaigns are strategically aligned with company objectives, maximizing the return on investment of” campaigns, says.“Ger ability to scale results through creative data is the transformation that Vidmob has brought to the ecosystem of campaigns, ensuring managers a more effective decision making, based on data that originated in robust AI analysis and intense machine learning process.