How Asset-Level Insight Transforms Media Investment

A lot has changed in the ad industry, but a lot has also stayed the same. I’ve been fortunate to have seen the industry from the creative perspective, from the media perspective and the measurement and analytics perspective. In many ways we have more connection to consumers, yet more fragmentation in our campaigns.

Last week, Vidmob released the Asset Investment Report that helps address some of these dichotomies. As someone who’s worked across creative, media and measurement disciplines, it’s a really simple, exciting and illuminating tool.

The Asset Investment Report allows for teams to analyze media investment against creative performance. It illuminates how agency teams are prioritizing assets based on their ability to build impact – based on a media KPI, a brand KPI, or sales KPI.

The executive boardroom proposition seems really simple, but the steps to overcome these dichotomies is nested in the technical engine room:

1. What creative assets will I be running?
2. How well will each creative asset perform?
3. How is my media investment planned against specific assets?

Getting this report assembled takes granular level data and precise analytics, and it’s wildly illuminating when you bring it into focus:

• If you’re in media…you’re likely to upweight creative that’s proven
• If you’re in production…you’re likely to adjust assets that are borderline
• If you’re in creative…you’re likely to revisit assets that are underperforming
  

From a marketing executive’s perspective, you finally have the data and the visualization that makes acting easy. And with the Vidmob platform you have the single point of truth to keep these teams connected.

No matter the team, creative data is essential

This may seem really simple, but we’ve seen blue-chip advertisers have as much as 80% of their media investments supporting non performing assets.

In today’s advertising industry it’s really easy to have complexity and agency specialization drive fragmentation. It’s also really easy for creative and media teams to keep their respective heads down and stay in their swim lanes and not create waves. But by the same token it’s equally easy to refocus these teams on a shared currency–performance–and allowing them to act on it.

It’s time for campaign teams to stop throwing darts blindfolded and allow them to use creative data to operate with more intelligence.

So if this data is available, and big brands can gain a lot from it – what’s stopping you from acting on it? 

Fragmentation and FoFo (fear of finding out) are no longer excuses in helping align creative and media performance. Let’s let creative data light the way.

Ready to boost your creative performance? Connect with your Vidmob team or request a demo today.