The Chicken & The Egg of Creative Optimization

It’s Not Just About Improving Campaign Performance — It’s a New Way of Life in Digital Marketing

In a digital world awash with ads, creative optimization is the key to our clients’ success. How you tweak the look and feel of an ad and how you inject content that is specific to the viewer can draw the attention of your target customer in the crowded visual landscape of online and mobile browsing, not to mention while streaming your favorite shows on CTV devices. While the process of creative optimization can be as simple as changing the font or graphics, it usually is much more complex. The goal is to deliver the most relevant ad possible. 

The good news is there are lots of novel ways to incorporate creative optimization into your next campaign to help you achieve your goals. However, the benefits of creative optimization don’t stop with performance. Insights derived from creative optimization campaigns can also help inform future marketing and business strategy. 

Here are a few different options that can help achieve your performance goals and deliver actionable business insights:

Scheduling. Creative assets exchange based on a before/after date, or in-between two dates. The campaign messaging can change to target a specific event or range without the need to swap creatives. 

  • For example, an entertainment client may use countdown logic that swaps for post-release messaging after the date of release.

Dependencies. Creative assets exchange based on the passage of a milestone or goal.  The messaging can evolve based on prior data recorded.

  • For example,a non-profit may engage in evolved messaging depending on how far they are in meeting their fundraising goals.

Split Testing (A/B Testing). This method involves parallel creative asset delivery, usually with automatic optimizations occurring where higher performing assets are given priority.

  • For example,a lifestyle brand may use parallel A/B testing to show a male or a female figure in an ad, and optimize based on time spent and interactions.

Relevancy. Creative asset delivery is based on data signals, such as geo/DMA, weather, or even custom DMP signals.  This gives you the ability to effectively sub-target multiple groups, regions, environmental statuses within a single creative.

  • For example,an airline may use geo-targeting to promote local flights/hotels.  Another example is a vehicle tire brand promoting appropriate tires based on regional climate, or seasonal weather, such as snow and rain. 

Now let’s take a closer look at an example of creative optimization in action.

Client X sells boots. They use weather data signals to understand if a user is currently experiencing sunshine, rain, or snow in their current location.  Client X can then more accurately target the appropriate type of footwear to the shopper, making for much tighter targeting and ultimately, a much more relevant ad experience.  

Now imagine Client X launches a campaign that features a carousel that has five products, and does so in a regional setting with the goal to see if there are product preferences by geography. This could be measured by interactions, clicks, or time spent on a specific carousel slide.  Client X can then see clearly what products are drawing the most interest in a region and optimize accordingly.  

In a third example, Client X could use multiple brands in the same product family to gather information on brand preference.  However, when applying creative optimization techniques, Client X can optimize the campaign towards the brand products that are working to bring more interactions. Client X could even auto swap-in-new products that could fill in gaps for lower performing products. 

The Full Impact of Creative Optimization

The reality is creative optimization doesn’t just help us tune performance, but it can also help provide clients with important insights into how to properly target customers.  These insights have the potential to not only benefit current campaigns, but future campaigns as well.  This in turn impacts more strategic business decisions like what inventory clients should stock up on for next season per region. 

Reach out if you’re interested in learning more about how to apply these strategies to your next campaign. We’re here to help!

Forward-Looking Statements

This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of creative optimizatoin. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.