Unlocking the Power of AI-Driven Creative Insights: Maximizing Advertising Effectiveness

In a rapidly evolving digital landscape, the importance of creative quality and measurement has become paramount for brands seeking to drive growth and achieve their advertising goals. A recent Forrester Opportunity Snapshot study, commissioned by Vidmob, the creative data company, has shed light on the challenges and opportunities facing B2C marketing leaders in this realm.

Empowering Brands to Soar with AI-Driven Creative Insights

Bridging the Creative Effectiveness Gap

The study reveals that the majority of respondents believe purpose-built AI tools are essential for boosting ROI and achieving advertising goals. Many are planning to leverage these tools to ensure compliance with platform and brand best practices, recognizing the critical role of creative quality in driving brand growth. The survey, conducted with 323 enterprise B2C marketing leaders across Europe, the US, and Asia Pacific, highlights the growing need for effective creative measurement and the limitations of current approaches.According to the findings, 76% of respondents say their advertising effectiveness is weakened by ineffective creative and/or the inability to measure creative effectiveness. Furthermore, 45% admit that their current testing methods are time-intensive, costly, or non-existent, while 32% can only measure creative effectiveness post-media flight. These challenges underscore the urgent need for a more robust and data-driven approach to creative optimization.

Unlocking the Power of AI-Driven Creative Insights

The study reveals that 70% of respondents believe AI-driven creative pretesting and AI-driven creative analytics will help them achieve their goals. A significant majority, 69%, want to use AI to assign creative quality scores to their ads before they run, while 72% plan to leverage AI to understand if an ad is compliant with platform-specific best practices.Recognizing the importance of building internal capabilities, 58% of respondents say standing up a Center of Excellence (CoE) is critical to the successful adoption of AI-driven creative testing and analytics tools. These leaders expect these tools to help them improve creative quality (65%) and efficiencies (64%), ultimately driving greater media ROI and advertising effectiveness.

Empowering Brands to Crack the Code on Creative Impact

"A brand's creative assets represent one of the most significant opportunities to improve marketing effectiveness, and creative data is the key to unlocking that opportunity," said Alex Collmer, CEO at Vidmob. "The findings unearthed that advertising effectiveness is being hampered as leaders struggle with ineffective creative. In order to boost media ROI, businesses must build their own first-party creative data asset by deploying the AI tools necessary to understand past and present creatives, and how every creative decision impacts all of the behaviors they are trying to drive. In doing so, they crack the code on creative impact and reach the next level of advertising effectiveness."

Empowering Marketers with AI-Driven Capabilities

"The study highlights that without talent proficient in AI-powered creative testing and analytics tools, companies risk falling behind in their ability to maximize media investments and achieve their advertising goals," said Matt Young, CRO at Vidmob. "It's vital that marketers ensure their organizations are both comfortable and skilled with these AI-driven technologies. This applies to internal teams and agency partners as well, who need to understand and leverage these advanced capabilities to empower advertising effectiveness for clients. Establishing a Center of Excellence (CoE) is a great starting point for those embarking on their AI journey."As the digital landscape continues to evolve, the ability to harness the power of AI-driven creative insights will be a game-changer for brands seeking to drive growth, improve media ROI, and achieve their advertising goals. By embracing these transformative tools and building internal capabilities, marketers can unlock a new era of creative excellence and advertising effectiveness.