How important is your creative quality in #programmatic advertising?
Grace Kaye, Chief Strategy Officer of Brainlabs delivers an exceptional amount of truth behind why high-performance display campaigns utilizing advanced audience targeting, data-driven optimization and high-quality content are the key to your success:
“According to Ipsos, over 75 percent of advertising impact is determined by creative quality.
And yet, creative messaging seems to be an afterthought next to ad placement and targeting.
I get it. Making the perfect creative requires some patience. But if you have the budget for it, testing programmatic display creatives is worth your time. I’m talking consistent optimization, a dramatic increase in performance and insights that can be used in other channels. For the best results, you’ll need to thoroughly test programmatic display creatives.
At Brainlabs (my company), we want to know which creatives work best for particular audiences, to maximize performance at the most tailored level. There are two ways we approach testing. Each depends on the objectives and length of the campaign.
Creative Testing
The first method is to test lots of creatives at one time with the aim of gathering insights. This is typically for short campaign periods (two months or less) with larger budgets. This is great for quick insights but does not give 100 percent certainty of what performed well and for what reason.
The second method, which I recommend for longer campaigns (e.g., always-on accounts), is good old A/B testing. This lets you really find out what’s working and what isn’t, even with smaller budgets; just extend the test to match the size of the budget!
The real trick is to know how and when to combine these two methods….[CLICK HERE TO CONTINUE READING]”