Why Data-Driven Creative Matters
Did you know that animated creatives have a 3.5x higher conversion rate than static creatives on a desktop, while on mobile web, static creatives have a better conversion rate – 1.8x higher than animated. Or that creatives that have a dominant darker color work well for brand awareness campaigns with a CTR that’s nearly 2.2x higher than creatives that have a lighter color.
Creative remains central to how consumers respond to an ad, whether it’s the appropriateness of the text, placement of the logo, images, interactivity, or call-to-action. Implementing a robust and data-driven DCO solution can enable brands to optimize their campaigns such that it goes beyond retargeting. For example, marketers will be able to tailor their ads to real-world signals such as sports events (ads that display real-time match scores), weather, and social trends. They will also be able to customize their ad’s creative to a user’s personality. Data-driven creative will soon become the norm and by incorporating the right data sets and creative aspects, marketers will be able to successfully increase campaign performance.