The Importance of Campaign Creatives
Too often, unfortunately, creative services isn’t at the forefront of media buyer’s and media planner’s minds. It should be!
In mobile programmatic advertising (and advertising in general), many marketers put the majority of their focus on media placement. However, media is only one aspect of a campaign. Creative can have an equally, if not more, powerful impact on ad performance. Even if the ad has been placed in the optimal location, the target audience most likely will not give it a second glance or engage with it if what they see isn’t up to par. Often times, audiences click and engage with an ad because of how it looks.
Therefore, to take the performances of your mobile ad campaigns to the next level, creative should also be focused on alongside media placement.
Opportunity: When you work with a partner that offers an entire suite of creative services, not only will they deliver expertly-designed ad units, they will bring potentially heaps of expertise related to what works best, data from other similar campaigns, and an “optimization mindset”.
1 – Formats
The last thing you want to do is skimp when it comes to design or ad creative. Make sure your partner understands and has deep expertise in creating engaging ads in a variety of formats including playable, video, native, interstitial, and still imagery.
Leverage Machine Learning Gone are the days when creative optimization is done manually or on solely a single variable. Machine learning technology and multivariate testing should be deployed to identify the best performing creative variants towards your key performance indicators (KPI’s).
2 – Data Analysis is a Must
Data and creatives go hand in hand. Amazing creative cannot be fully analyzed without experts analyzing performance. Data analysts perform in-depth creative analysis in order to develop further insights about an app, a platform, a format or the vertical/industry. Doing this deep analysis helps continual creative optimization happen throughout the campaign duration.
If you’re looking to maximize your mobile marketing spend and the performance of your ad campaigns, make sure to keep Creative Services front and center in your planning. Work with partners who have a track record of strong results, and who have done work across the creative spectrum from branding to performance–based. You’ll need both! Call or email us today!