Study: 71% B2C marketers say improving creative quality is critical
July 29, 2024
Vidmob, the creative data company, has revealed key findings from a Forrester Opportunity Snapshot study, Maximize Media Impact With AI-Driven Creative Insights.
The study, commissioned by Vidmob and conducted by Forrester Consulting, highlights the importance of creative quality and measurement in maximising advertising effectiveness, including approaches and tools used by B2C marketing leaders to predict and measure creative impact.
The majority of respondents believe purpose-built AI tools are essential for boosting ROI and achieving advertising goals, with many planning to use these tools to ensure compliance with platform and brand best practices.
The survey was conducted with 323 enterprise B2C marketing leaders across Europe, US and Asia Pacific, who are responsible for making software and technology decisions to drive creative effectiveness.
Key findings include:
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71 per cent argue that improving creative quality is critical to drive brand growth
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Effective creative is crucial for advertising effectiveness: 63 per cent of respondents agreed, with 64 per cent stating that improving creative effectiveness is one of their top business priorities in the next 12 months.
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Current creative effectiveness measurement methods are not working:
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76 per cent of respondents say their advertising effectiveness is weakened by ineffective creative and/or the inability to measure creative effectiveness.
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45 per cent say their current testing methods are time-intensive and/or costly, or nonexistent.
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32 per cent say they can only measure creative effectiveness post-media flight.
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Purpose-built AI tools deliver growth, ROI and efficiency: 70 per cent of respondents say that AI-driven creative pretesting and AI-driven creative analytics will help them achieve their goals.
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69 per cent of respondents want to use AI to assign creative quality scores to their ads before they run.
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72 per cent plan to use AI to understand if an ad is compliant with platform-specific best practices before it runs.
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58 per cent of respondents say standing up a centre of excellence (CoE) is critical to the successful adoption of AI-driven creative testing and analytics tools.
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They expect these tools to help them improve creative quality (65 per cent) and efficiencies (64 per cent).
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“A brand’s creative assets represent one of the most significant opportunities to improve marketing effectiveness, and creative data is the key to unlocking that opportunity” said Alex Collmer, CEO at Vidmob. “The findings unearthed that advertising effectiveness is being hampered as leaders struggle with ineffective creative. In order to boost media ROI, businesses must build their own first party creative data asset by deploying the AI tools necessary to understand past and present creatives, and how every creative decision impacts all of the behaviours they are trying to drive. In doing so, they crack the code on a creative impact and reach the next level of advertising effectiveness.”
“The study highlights that without talent proficient in AI-powered creative testing and analytics tools, companies risk falling behind in their ability to maximise media investments and achieve their advertising goals,” Matt Young, CRO at Vidmob commented. “It’s vital that marketers ensure their organisations are both comfortable and skilled with these AI-driven technologies. This applies to internal teams and agency partners as well, who need to understand and leverage these advanced capabilities to empower advertising effectiveness for clients. Establishing a Center of Excellence (CoE) is a great starting point for those embarking on their AI journey.”