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 offer limited insights. To understand this scenario in depth, a Forrester Opportunity Snapshot study, commissioned by Vidmob, global leader in creative performance based on AI, brings the perception of leaders about the importance of quality and creative measurement to maximize the effectiveness of advertising
For that, 323 corporate leaders from companies were interviewed, responsible for making software and technology decisions to drive creative effectiveness. They are executives from the beverage sectors, beauty, packaged consumer goods, financial services, pharmaceutical companies and travel
Check below the main findings
- 71% of respondents argue that improving creative quality is essential for driving brand growth
- 63% agree that creativity is crucial for the effectiveness of advertising.
- 64% say that improving the effectiveness of creative is one of their main business priorities in the next 12 months
- 76% dos entrevistados apontam que a falta de eficácia criativa e/ou a dificuldade em medi-la são os principais desafios para aprimorar o desempenho de suas campanhas publicitárias.
- 45% dizem que seus métodos de teste atuais são demorados e/ou caros.
- 32% state that they can only measure creative effectiveness after the media flight
- 70% of respondents say that the creative pre-test and creative analysis driven by Artificial Intelligence (AI) can help achieve their goals
- 69% of respondents want to use AI to assign quality scores to their creatives before they are displayed
- 72% plan to use AI to understand if an ad complies with the platform's specific best practices before it is published
- 58% of respondents say that creating a center of excellence (CoE) is essential for the successful adoption of AI-driven 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 bring an increase in 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 discoveries also revealed that the effectiveness of advertising is being hindered as leaders struggle with ineffective creatives.”
For the Head Latam of Vidmob, Miguel Caeiro, it is essential that marketing professionals 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 the return on investment of the campaigns, affirms. "Generating 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 that originated from robust AI analyses and an intense machine learning process.
