ASKyH: Data-Based Creatives
It’s been a while since we’ve seen something revolutionary happen with the creative process. Personally I can’t put a date to it, but I feel like it’s some time around the printing press. But what if I told you, there’s a change a comin’
Welcome back ladies and gentlemen to another episode of ASKyH. I’m Mike. In this episode, we’re going to talk about creatives and how you can use data to drive them to success.
Ad creatives have taken more or less the same path for nearly a century, while other aspects of campaigns have been evolving. We look at media channels from every angle trying to identify the best campaign for the right target audience on the right platform at the right time of day.
But we never analyze creatives with that same mentality, which is kind of strange. We know which campaigns perform the best because we have the numbers, but creatives have always been built on a hunch. “Ooh this character looks nice on this color background with this font” sort of deal.
Other than constantly running ab tests, we’ve never been able to know exactly which elements to add in our creatives in order to achieve top results. Well, that’s all about to change.
Technology is evolving and machine learning is getting smarter. Seriously, I think I saw one reading a book once. And with the collaboration between our super smart tech team and our ever-so-creative yellowSTUDIO, we have built Alison – the creative analysis technology that enables you to identify the best performing elements in a campaign’s creatives for specific audiences, geos, and platforms. Finally – a way to support your creative thought process with data.
This new tech can help shave down time and brainstorming sessions on new ideas, expedite the production process, and maximize creative potential. You can even apply this to old creatives that are beginning to see some fatigue. By analyzing which elements weren’t working and which ones should be added, you can rejuvenate the creative in order to maximize their potential.
With this data-driven approach, you can create new best practices based on your specific audience’s likes and dislikes, introducing science into the world of creatives in an exciting step forward into the future.
That’s all the time we have for today, folks. If you have any questions, feel free to contact us. Don’t forget to like and subscribe to our YouTube channel for your digital marketing news. Once again, I’m Mike and we’ll see you next time on ASKyH.