Creative analysis: underutilized data that is full of potential
In his article, Sylvain DEFFAY, Senior Manager at Converteo, explores the impact of creative analysis platforms on video advertising campaigns. He reveals concrete examples and addresses key themes such as personalization, diversity, and performance optimization.
Key Takeaways:
- Creative Optimization: Creative analysis platforms like VidMob and CreativeX can transform your video advertising campaigns by enhancing the performance and consistency of your content.
- Measurable Results: Heineken increased its brand lift scores by 50%, and Birchbox reduced its customer acquisition costs by 86% through video analyses and optimizations based on these data.
- Personalization and Diversity: Use artificial intelligence to personalize and tailor your video ads to different targets and objectives, including diversity and inclusion.
- Holistic Modeling: Integrate structured creative data into your marketing mix models to gain a comprehensive view of performance and adjust your strategies accordingly.
In the face of accelerating video advertising investments, creative analysis platforms like VidMob, CreativeX, Aive, and Genus.ai are emerging in the market among the most mature advertisers. We propose to explore the opportunity that creative analysis data represents in terms of video content production and advertising performance improvement.
Why Is This Important?
No matter how much one optimizes a media plan, it is essential to remember that advertising effectiveness relies more on the strength of the creative idea and the quality of its execution than on media planning.
Clearly, a strong creative idea captures and holds attention, generating an emotional and memorable connection with the audience. However, effectively engaging users in a digital world where attention is highly contested presents a major challenge.
Production Challenges: Videos must not only captivate within the first few seconds (1.8 seconds according to a recent META study) but also maintain interest throughout their duration to convert engagement into memorization and then into action. In the age of ultra-segmentation, they should also be tailored to multiple targets.
Measurement Challenges: Historically, accurately assessing the impact of advertising content (as opposed to media) requires producing multiple content versions (A & B), measured through labor-intensive studies (pre and post-tests) or minimal digital indicators such as completion rates. At best, brand lifts are possible, but they are often platform-specific.
Consistency Challenges: Finally, in a context of increasing platforms and segmentation, or in multinational campaigns where an advertiser may rely on multiple local creative agencies, it is crucial to maintain the consistency of a brand’s markers.
What Data Can Provide:
The analytical capabilities of these platforms allow for a detailed study of video compliance with the advertiser’s guidelines. This can involve the previously mentioned consistency constraints as well as established performance criteria: logo visibility, product appearance timing, message clarity and subtitling, type of actor, and total video duration. This thorough analysis helps align creativity with the expectations of the brand and distribution platforms to enhance creative performance and related indicators (Brand Equity).
For instance, Heineken, using CreativeX, was able to increase its brand lift scores by 50% on Meta, while Birchbox, leveraging video with performance objectives (TrueView for Action), reduced its acquisition costs by 86% thanks to analyses from VidMob.
These platforms also serve as excellent post-production tools capable of utilizing artificial intelligence to edit a video based on the aforementioned constraints (see the French platform AIVE), dynamically modifying editing elements such as scene order, cropping, and even calls to action. We can already anticipate the ability to modify videos in near real-time based on campaign data (both organic and paid).
Finally, after an initial compliance phase, these tools can be used to deploy advanced segmentation at a lower cost by personalizing multiple versions of advertising messages. This also allows brands to address diversity and inclusion objectives in their communications.
Significant cost savings in production are therefore achievable by only producing the necessary and effective content.
Enhancing Marketing Mix Modeling
Due to the often poor labeling and lack of granularity of descriptive data for video creatives in media platforms, it is very rare to analyze creative performance in these studies. Yet, it is the primary source of performance.
With a creative analysis platform, structured and standardized data can now be integrated into our marketing mix models to obtain a holistic view of the performance of all marketing tactics and adjust strategies accordingly.
Creative analysis is scaling rapidly. By enabling detailed analysis of video design, mass post-production, and thus increased personalization, these AI-assisted platforms are transforming how video campaigns are conceived, executed, and evaluated. For advertisers, investing in the skills and technologies necessary to leverage this data is not only beneficial but essential to remain competitive in a saturated media landscape and to stand out through creative excellence.
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