Lately, there has been a lot of talk about the burgeoning relationship between programmatic media and ad creative. Most of the discourse has been about how optimal creative can significantly impact the performance of the media in theory. The purpose of this article is to look at the data behind what those gains might be in practice.
Creative optimization is the act of customizing and testing advertisement artwork and messaging to be more resonant with audiences. Since programmatic allows advertisers to precisely target specific audiences, these technologies have inspired advertisers to leverage creative variations for greater media effectiveness.
The dominant tactics include:
- Customizing ad creative to what matters to specific audience groups
- A/B testing messaging
- Sequencing or updating messaging over time
The expectation of gains from these tactics comes from an already established success in creative relevancy and testing in email, social, search and website content. Armed with programmatic buying, big data and algorithmic optimization, advertisers hope to translate similar gains into display ads, native ads and video.
The strategies here seem sound, but what data is there to back it up?